The Inside Word - Logo & Business Cards

The Inside Word was an up and coming business initiative in Auckland that addressed the uninformative culture of New Zealand. The business targets foreign (mainly Chinese) immigrants that would benefit from Western culture education and Western etiquette training. This would help newly immigrated adults to fit better into the New Zealand Western society and build confidence within these individuals.

The brief was to create the logo and brand style for this company. As the company is mainly targeting Chinese individuals, I chose to implement the Chinese diacritic for "Communication". The character strongly resembles the English letter "i" whilst also playing on the universal sign/symbol for information, so I created a logo and icon based around this. I chose to keep the type lowercase to make the look consistent with the lowercase i. I used a clean san-serif typeface to express a sense of professionalism as this was not a class for children. The colour scheme that I chose for this brand design was a mix of white and blues as these colours most often depict and represent education and information.