Current Corporate Brand Identity by Current and Venthio |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Current PRIMARY FUNCTION: Corporate Brand Identity INSPIRATION: The Current brand sought to realize the function of Bauhaus design, a system which pairs individual artistry with mass production, while adapting traditional minimalist design for the contemporary lighting market. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Following a historic acquisition, GE Current, a Daintree company required a brand fitting of its unique sales strategy, comprehensive portfolio, and two-hundred years of combined innovation. Current is a brand representative of a business positioned to help customers solve complex challenges and see results. Current is a striking brand, uniquely positioned for differentiation within an industry largely founded in tradition featuring bold design, minimal compositions, and an engaging persona. OPERATION / FLOW / INTERACTION: Current's new brand was designed for flexibility in communications and media across both consumer and industry channels. The flexible system allows successful brand application within technical, marketing, and design applications. PROJECT DURATION AND LOCATION: The new Current brand represents a business transformation: reinventing a 200 year legacy to better represent the business and reflect its audience. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The Current brand and identity system were developed through a continually-iterativ SPECIFICATIONS / TECHNICAL PROPERTIES: Digital brand assets and imagery, showcasing vector and flat graphics, application mockups, and applied for brand. TAGS: current, brand, identity system, re-brand, graphic design, corporate branding RESEARCH ABSTRACT: Research was conducted by both Current and Venthio, analyzing stakeholders including the business and its people, sales partners, customers, and end users. The research conducted was both qualitative and quantitative, assuring a brand which both fit and functioned according to the business need. Digital collaboration and design tools were key, as Current (Ohio) and Venthio (California) were collaborating across thousands of miles and multiple time zones. CHALLENGE: Among many challenges, creating a brand which could live up to two historic industry icons (GE and Hubbell) was the most difficult to factor. The new brand must be true to the business with an easily recognizable, lasting mark with a timeless design - all while avoiding overlap within an incredibly broad domain of IP. ADDED DATE: 2023-06-23 14:14:13 TEAM MEMBERS (1) : In partnership with Venthio. IMAGE CREDITS: Image #1: Designers from Current and Venthio, Current Logo, 2023. Image #2: Designers Alex Price and Venthio, Current Editorial, 2022. Image #3: Designer Alex Price, Current Signage, 2022. Image #4: Designer Alex Price, Current Flag at Headquarters, 2023. Image #5: Designer Alex Price, Current's Web Sites, 2023. PATENTS/COPYRIGHTS: All images and content created by Current®, in partnership with Venthio. Ownership and all rights retained by Current. ©Current Lighting Solutions, LLC |
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| Visit the following page to learn more: https://www.currentlighting.com/about | |||||
| AWARD DETAILS | |
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Current Corporate Brand Identity by Current and Venthio is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Read the interview with designer Current and Venthio for design Current here.· Press Members: Login or Register to request an exclusive interview with Current and Venthio. · Click here to register inorder to view the profile and other works by Current and Venthio. |
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