CLIENT

Mining Sundowner

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Client

Mining Sundowner

Objective

The objective was to create a modern brand, with rooted historical, technical and informative design characteristics portraying the customer's long-lasting heritage and established presence in their field

Solution

The concept was to build a brand that used geological references and brand messaging, all derived from a relationship to nature, time, and the organisation's strong connection with the mining industry

Deliverables – Brand positioning / Brand Identity / Ventures / Print design

Brand Identity

LOGO

The main logo was designed to embody the message behind the naming of the organisation. The outer watch dial is in reference to the sun setting – The inner dial incorporates the design of a miner hard-hat and lamp, completing the sun. The watch face inspired element depicts the time that the events will commence each month, the broad location and the year the organisation was founded

Typography

We chose to use two font families for the main branding – One for the naming and one for the elements of design detail throughout. Fenice Pro and Helvetica were two font families that gave us the option to use both modern and historical typefaces that complement each other, and the message

Typography

We chose to use two font families for the main branding – One for the naming and one for the elements of design detail throughout. Fenice Pro and Helvetica were two font families that gave us the option to use both modern and historical typefaces that complement each other, and the message

Primary

Ag

Fenice Pro ITC Bold

ABCDEFGHIJKLMNOPQRSTUVXYZ

The quick brown fox jumps over the lazy dog

Secondary

Ag

Helvetica Neue Regular

ABCDEFGHIJKLMNOPQRSTUVXYZ

The quick brown fox jumps over the lazy dog

Brand colours

Pantone 419 C
C: M: Y: K: 80, 62 62, 79
Pantone 446 C
C: M: Y: K: 70, 51, 54, 51
Pantone 4645 C
C: M: Y: K: 25, 49, 62, 16
Pantone 719 C
C: M: Y: K: 8, 17, 28, 0

RGB / HEX

Legibility

The identity was shaped by the company's core message, direction and values. The references to time and mining are deep-rooted in geology and serve as a clear message to their target audience

The final result is an informative brand with very clear intentions and a distinctly earthy colour palette to match

Visual Identity

We build digital products that people love to use

Seth Carroll Design

Creative Direction, Design Direction, Research & Strategy, Design Development

Project Lead: Seth Carroll