Affinus visual identity and branding

We developed a logo, visual identity and accompanying brand collateral for Affinus, a software consultancy. The identity was designed to communicate their ability to integrate two pieces of complex software simply and without fuss.

Objective

Produce a logo, visual identity, business stationery and a website that communicates Affinus’ unique offering and presents the brand in a way that is appealing to a non-technologically savvy audience.

Solution

We developed a friendly and approachable identity, based on the idea of making connections. The ‘A’ mark was designed to represent 2 elements joining together to become a single entity. The hand drawn logotype was based on a rounded typeface to lend the identity a softer feel than is usually associated with software companies. We avoided the white background so often used by the brand’s competition, choosing instead to use a solid grey where possible to lend the identity a more contemporary feel. This identity applied to a website and business stationery.