MARTIN LOGO & BRAND IDENTITY

Martin is a Miami based consulting group that idealizes safe practice and helps people achieve their dreams the right way. Martin helps people obtain visas, whether they are business, student, or other. They are a U.S. Government LLC, with the proper certificiations.

The company insisted that the logo had an M in it, so in these designs you can see it is a non-negotiable. Each idea has it's own meaning and symbolism within it. At this point, I am just trying to come up with symoblism and iconography that resonates with both the brand and the client.

The next step was to take the clients suggestions on the sketches and turn them in to digitizations. Here I began playing with color. At this point my client had some color ideas they wanted to see, so I saved some time and completed them in this step.

After the mockups, the client knew that they wanted the M with the leaf. They wanted to see more of the M in the design and less of the leaf. That change helped me build a little more off the typography.

The typeface I used for both the logo and smaller copy was Trajan Pro 3 semibold. This typeface brings out Martin's professionalism and trust. It had a varying line weight that helped the flow of the logo.

One thing I achieved with this logo was making it a modular logo. This allows the company to present their logo in a multitude of way which provides more trust and credibility for their branch.

Lastly, the final iconography that was able to be used truly resembles the brands identity. I utilized an olive branch in the M which has symbolism rooted in hope. And I created a torch out of the I which represents freedom, liberty, and guidance.