Week 5 Assignment: Question 1 of 5

Corey Sao

MG521: Corporate Communications and Research

Dale Merill

March 9th, 2013

Consider yourself entrepreneurs who intend to launch a product innovated by a farmer but patented by your company. At present, your visibility in the market is negligible. You have received funds from the government division that promotes social work.

You have to establish a corporate identity as your first product is to be launched. Select a color scheme, logo/symbol, typeface, and name for your company. Prepare a one-line statement explaining your choice of color scheme, logo, typeface, and name.

The Assignment

Agricolumn is a company that develops, hydroponic agriculture systems that will give thousands the capability to grow their own produce vertically without the use of soil. The vertical element makes for a great solution for condensed spaces, like New York City

rooftops, kitchens, small business, schools, etc.

The Essence

“Agri”, a term branded to highlight the agricultural aspect of the brand and its products.

The Name

“Column” a description of the company’s niche.

The Name

Photo pulled from: huffingtonpost.com

The Name

Agricoloumn, a term that is unique, as well as easy to remember, pronounce and spell. Naturally because of the nature of the product being so innovative and different and our name having a visual element that lends its self to the brand architecture, we have made ourselves distinctive. Our name is also meaningful, it communicates our brand essence and also supports the brand image we would like to portray.

The Name

I chose to use lower case letters to portray a more youthful hip, trendy, informal representation of the company.

I chose to use a word mark for the logo in which I utilized my freestanding name. Agricolumn.

The key element of the products/services are displayed by the use of water referenced in the counters of the "g" of "Agri", and the O of "Column".

The Logo

I was able to also show the agricultural element by including sprout like accents on the "l" in "column", which also acted as a representation of Agricolumn products.

The Logo

The Color Palette

Green helps associate our brand identity with not only our personality but the personality of our target market and industry. By using two shades of the color green I have been able to separate but still connect and complement the two words that make up Agricolumn.

The Color PalateThe color palette I have chosen to use expresses our personality and represents our green attitude towards sustain ability. Despite the absence of the many colors associated with agriculture the two most memorable and relevant to the brand is present, green and blue.

The Typeface

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Helvetica Regular

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Helvetica Bold

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Helvetica Light

For my logo and other mediums that we will use to market our products I chose a typeface that was legible, and the targeted audience is familiar with, Helvetica.

The Typeface

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Helvetica Light Oblique

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Helvetica Oblique

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Helvetica Bold Oblique

Designed + Written By Corey J. Sao

Corey.J.Sao@gmail.comwww.Behance.net/coreysao