About the Brand
KVK Services cleans the exterior surfaces of commercial and service buildings. They want to build a brand that is remembered for its professionalism and cleanliness
The Target Audience
Their primary target is business owners that has an existing brand but would like to refresh or rebrand. Their secondary target audience is also business owners or entrepreneurs that would like to start a new company.
tHE gOAL
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The logo mark is a play on 2 K's and a V. The bottom triangle is the front part of the k and the 3 stripes double as the top part of the k and the V. The typeface was chosen to emphasize strength and to compliment the angles 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
Montserrat - Black
About the Font
The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique. The letters that inspired this project have work, dedication, care, colour, contrast, light and life, day and night! These are the types that make the city look so beautiful.
Secondary Typeface
Montserrat - Regular
About the Font
The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique. The letters that inspired this project have work, dedication, care, colour, contrast, light and life, day and night! These are the types that make the city look so beautiful.
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
Now that the logo has some body, we can add life and personality to it with a dash of colour.
Primary Colour
Pluto
A cool, energetic teal that walks the line between vibrant and calming. It feels fresh, focused, and forward-thinking, evoking water, air, and clarity. This colour signals innovation and wellness without being overly clinical
Secondary Colour
Shoreline
A muted blue-grey with subtle warmth. It brings a sense of stability and quiet confidence, like an overcast beach horizon. It works well in backgrounds or accents that need to feel grounded but not cold.
Tertiary Colour
Big Stone
A bold, deep blue-grey that evokes strength, depth, and integrity. This colour has a weight to it, often used to lend authority and seriousness. It’s excellent for contrast, structure, or leadership tones in branding.
Light Colour
Calm Waters
This ultra-light blue evokes purity, clarity, and calm. It’s ideal as a background to create space, breathability, and a sense of peace. This helps soften darker or bolder accents in the palette.
Dark Colour
Freinacht Black
A rich, charcoal-tinted black with blue undertones. It feels mysterious, refined, and modern, without being as stark as pure black. It's strong enough for anchoring visuals, but with a more artistic, design-conscious edge.
Text Colour
Cool Slate Grey
This grey suggests intellect, clarity, and trustworthiness. It’s emotionally neutral—calming, not cold—and doesn’t compete with your accent colours. Perfect for a clean reading experience without being sterile or flat.
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.
