GO Brand Identity
Project
Overview
GO is a dynamic brand that focuses on ready-to-go, high-quality food and beverages. The brand offers a variety of fresh, gourmet items including artisan bakery goods, gourmet sandwiches, handmade charcuterie, fresh salads, creative pastries, and desserts, all complemented by cold-pressed juices, fine teas, and house-roasted coffee. The aim of this project was to create a cohesive and visually appealing brand identity that reflects the freshness, quality, and creativity that GO stands for.
Company : Thalias Hospitality
Year : 2023
Type : Brand Identity
Brand Identity Development
Logo Design
The Sarno logo is a blend of tradition and modernity. The elegant typography combined with the intricate icon symbolizes the artisanal nature of the brand. The logo design is inspired by classic Italian aesthetics, bringing a touch of sophistication and authenticity.
To ensure the logo perfectly captured Go's essence, I developed a series of initial concepts. Below are the options that were presented to the GO team for review:
Each option explored different elements, including traditional motifs and modern design aesthetics. After receiving valuable feedback from the GO team, we refined the selected logo to perfectly align with their vision and brand identity.
Logo
Structure:
The logo’s structure is meticulously crafted using the Fibonacci sequence and golden ratio, ensuring a perfectly balanced design. The Khmer logo rotates at a 45° angle with a Fibonacci 2, 5 grid, while the GO circle utilizes Fibonacci 13, creating a visually pleasing and balanced symbol.
Color Palette
GO’s color palette consists of three core colors: vibrant orange, black, and white. These colors reflect the brand's energy, sophistication, and simplicity, providing a versatile and striking visual identity.
Orange (R: 237, G: 111, B: 54): Symbolizes freshness and creativity. Black (R: 0, G: 0, B: 0): Conveys sophistication and elegance. White (R: 255, G: 255, B: 255): Represents purity and simplicity.
For digital use, vibrant RGB colors are employed to ensure the brand remains eye-catching and impactful across all digital platforms.
Patterns
Patterns play a significant role in GO’s visual identity, acting as decorative elements that enhance brand recognition. These patterns are derived from the logo icon and can be used across various brand materials to create a cohesive and memorable look.
Typography
The primary typeface for GO is Gilroy, a modern sans-serif font with a geometric touch. It is complemented by Barlow Semi Condensed, which draws inspiration from California's public signage, adding a slightly rounded, low-contrast aesthetic. Together, these typefaces provide a clean, modern, and versatile typography system suitable for a variety of applications.
Stationery
The stationery design for GO includes business cards and letterheads, each reflecting the brand’s clean and professional aesthetic. The business cards come in three design options, all maintaining the brand's visual consistency and quality. Business Card Size: 85 mm x 55 mm Letterhead Size: A4 - 210mm x 297mm
