Veletex AD is one of contemporary Montenegrin companies placing great value in their identity and visual representation, which is refreshing sign of increased cultural awareness within Montenegrin business world. fleka was there to aid them in revisions about their old company sign and craft a whole new identity that introduces facelift of the whole Veletex corporation.
Veletex is a company whose activities span over several fields (from distributing goods of various kinds to landscape design) although public was almost exclusively familiar only with one of Veletex’s sub-brands, Garden center Kalia. It was a challenge forming an identity for such a heterogenous business. There are just so many things you have to take into account when designing overall identity in order for it to perfectly fit each and every situation.
The idea behind branding
The idea for the sign was born around letterform V, which stands both as an initial for a company and a sign for Victory (Victoria was personified goddess of victory within ancient Roman mythology). Such concept was natural to work with and allowed us to expand idea further, in graphical sense. The sign itself is a graphical double entendre of sort: letterform V is shaped as a gothic-styled shield, which reinforces the idea of victory and success as well as suprematism over competition. Structure and colour of sign corresponds with the idea of ‘blue ribbon’, a reward for one’s achievement for excelling in quality.
Whole sign has been given a modern twist, employing soft, round edges and delicate gradients of the teal shades. Such approach reflects implementing latest achievements and trends of print and electronic media within a project of such nature. Once the sign was created, we developed it trough the Brand book. Trough two chapters (Logo and its Applications) we covered visuals of each business scenario ranging from official correspondence to uniforms and company inventory.
Golden Racket is The Annual Tennis Amateurs Award. The main idea was create the unique symbol, which must combine elegance and modern style. I wanted to create an symbol for Golden racket that would not only speak to the tennis community as a whole but would also work equally well anywhere. The overall shape was also influenced by the basic shapes that form a racket, this being a frame and a grip. A colour scheme of gold, teamed with black was dictated by name Golden racket.
Granum (грани english translate verge) is the website about the architecture and all sides of the creation and design of buildings and structures. Simple logotype Granum transmits multifaceted of website and occurs where there are verges.
Where there are verges, there is Granum!
Russian Tennis Academy
Symbol communicating both the essence of a book and a tennis court to represent the First Russian Tennis Academy.
There are three types covering of tennis courts: grass, ground and artificial turf. Every covering of court has different colors (light blue, green and orange). I used these colors for identity of Russian Tennis Academy.
Sveti Luka is residential complex located on the south coast of Montengro. Logo combines the three main elements: shield, key, and halo. Protection, elegance and purity (holiness) were laid in the main idea of logo, that is characterized residental complex "Sveti Luka".
Also original icons and booklet was created for the complex.
Logo set 2
Happy New Year!
Sheftor is cleaning company based in Tyumen (Russia), which provides all kinds of cleaning services. For branding of this company i used only two basic colors, as the two antipodes, white is the purity and black is the dirt.
Monte Carlo Cup
This logo was made for Elite tennis tournament in Monte Carlo for amateurs.
Union of fashion, culture & ads
Main idea was to show the connection between nature and art. All forms, combinations of colors we borrow from Nature. The solar symbol is showing association of people and the connections between them.
The Union of Architects of Montenegro
What would show the professional orientation was taken improvised drawing grid. It is the basis for drafting, the creation of any architectural object and is used by nearly every architect (paper or electronic version).
To show that this association has been used an image of the shield. The shield shows the community of people and the group membership. Image of a drawing grid on the shield recalls the coat of arms.
Coat of arms - this distinguishing mark, emblem, which depicts objects that symbolize the owner of the coat of arms. Performs an important identification task.
Mikhail Komissarov is russian designer from Moscow.Name Mikhael translated from russian as a bear and surname Komissarov is Russian military rank of Red Army. The Red Army wore caps called Budenovka.