Contrary to popular belief, branding involves more than just the logo design. There are many aspects of creating a brand identity. Arguably, the most important aspect is visual identity. The visual identity of a brand includes the logo and so much more.
The visual identity is the aspect of branding that leads the audience to associate certain feelings and experiences with the brand. It includes logo design, fonts, photos, videos and any other visuals that you use to communicate your brand. Therefore, visual identity should evoke an emotion. This allows your audience experience the brand and motivates them to follow your story.
We recently collaborated with Epic Event Center to create the brand and visual identity for the event space. While the target audience for the venue is engaged couples, the versatility of the space allowed for a wide range of possibilities. So, instead of just focusing on what brides like, we focused on the experience of event attendees of any occasion whether it be corporate events or live music. What do event attendees remember the most about an event venue? We arrived at a versatile logotype mark with a visual identity centered around lighting and venue elements that create a mood.
With a name like EPIC it was important to keep the typeface simple. We added a contrast of script and Neo-Grotesque type to accomplish a balance of masculine and feminine mood with the knowledge that lighting effect would make it “pop”. Elements such as up-lighting, string lights that look like a starry night, built in stage with color changing light effects, and fountains in the pond that light up with color. When you attend an event at Epic, you will truly experience the venue.