About the Brand
DuPre Consortium is a broker that works with the RAF. They help attorneys and other companies with claims from the road accident fund and want to build a brand that is remembered for great service and customer loyalty
The Target Audience
tHE gOAL
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo only has a single shape of a D but in the negative space features a P. Both letters have a serif attached to them to add a formal and sophisticated look. With the P that is enclosed, it provides the feeling of protection and security which is important for the brand's audience. The typefaces were specifically chosen because they mimic the shape of the serifs in the logo mark.
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Libre Baskerville
About the Font
Libre Baskerville is a web font optimized for body text (typically 16px.) It is based on the American Type Founder's Baskerville from 1941, but it has a taller x-height, wider counters, and a little less contrast, which allow it to work well for reading on-screen.
Secondary Typeface
Noto Sans - Regular
About the Font
Libre Baskerville is a web font optimized for body text (typically 16px.) It is based on the American Type Founder's Baskerville from 1941, but it has a taller x-height, wider counters, and a little less contrast, which allow it to work well for reading on-screen.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette is inspired by the depths of the ocean, combining cool, sophisticated, and professional tones. The rich blue primary conveys trust and modernity, while the deep navy secondary brings strength and stability. The muted blue-grey tertiary adds versatility, creating a balanced contrast against the crisp white light tone and the dark teal deep shade. This palette is ideal for brands seeking a professional, technology-driven, or corporate aesthetic with a sense of refinement and reliability.
Primary Colour
Pristine Seas
Pristine Seas represents intelligence, confidence, and clarity. It conveys a sense of trust and forward-thinking innovation, making it well-suited for technology, finance, or corporate branding.
Secondary Colour
Beyond the Stars
Beyond the Stars symbolises strength, professionalism, and depth. It reinforces stability and trust, making it ideal for high-impact and authoritative branding.
Tertiary Colour
Grey Blueberry
Grey Blueberry conveys intelligence, balance, and sophistication. It serves as a strong supporting colour, providing visual harmony between the primary and secondary hues.
Light Colour
White as Heaven
White as Heaven represents clarity, openness, and simplicity. It provides a crisp contrast against the deep blues and enhances readability and clean aesthetics.
Dark Colour
Halite Blue
Halite Blue conveys depth, professionalism, and trust. It serves as a grounding colour, providing a strong foundation for the rest of the palette.
Text Colour
Iron Grey
Iron Grey conveys professionalism, stability, and neutrality. Its slightly cool undertone ensures a calm and sophisticated reading experience while maintaining a modern and sleek appearance.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
