„Perspektiefe“ Corporate Design
"Perspektiefe" - an Institute for Coaching - helps clients on a private or commercial level to overcome a crisis, get motivated and to develop productive strategies to reach their goals.
I designed the corporate identity with logo, business papers, website and a brochure with the most essential informations.
Ideas for the logo were always floating around ideas on how to visualise "depth" in an icon.
"Perspektiefe" is actually a play on words and sounds. "Perspektive" is the german word for "perspective". The part "tive" is phonetically equal to the word "Tiefe" which means "depth". In the end the logo ended up simple but effective: it is an optical illusion. Rings are arranged in a certain angles and sizes.
The result looks either like a "tunnel" or a kind of "spike" or "cone" that reaches out to the viewer. It depends on your own "perpective" how you see the icon and if you see a tunnel or the cone. This concept illustrates the vision of the entrepreneur, who wants to show her clients new angles on how to examine their own situation.
The "tunnel" or "cone" is also used as decoration on print products and digital media, since it is easy to recognize and it's round shape looks pleasant.
There were no specifications about colour. Since the client loves a deep red on her clothes and accesoires, we both decided to pick this colour for the icon and the main colour. As contrast I also picked a cool grey for corporate identity.
Since "Perspektiefe" is an artificial word and we had to prevent, that it is only seen as a misspelling of the word "Perspektive", I also coloured the word "Tiefe" red and chose a bold font weight. Since I put so much emphasize on this word, it is unlikely, that the viewer will not see it as a willful misspelling. It looks very deliberate.
Logo Design, Corporate Identity, Print Design