Eva-Lotta Lamm is a graphic and web designer, interested in beautiful, usable and accessible design using web standards

Work

yellow design | yellow circle

– Logo redesign

Project image

yellow design is a product design and consulting company located in Cologne and Pforzheim, Germany. Their former logo dated from the 1980’s and they felt that it didn’t quite match the company’s philosophy and communicate their values anymore. yellow design wanted a visual identity that communicates adjectives like “visionary”, “serious” and “quality-oriented” without completely changing the existing logo.

I developed a visual system that kept some of the basic characteristics (such as the font, the “yellow” and the basic colour principle of using the yellow with a supplementary dark colour).

I adjusted other colours in a careful way. Instead of the black, I chose a dark grey in order to soften the contrast to the yellow colour. The overall use of the yellow was reduced to achieve a calmer and more up-to-date look and feel.

I conceived a visual system that formed the new logo and could be applied with variation for the different means of communication such as stationeries, business cards, postcards, project folders and the website.