ESKA Finance is a leasing company that provides its services ” headache-free” thanks to its digitalized processes, minimal requirements for cooperation, and maximum openness to the client.
During its existence, the company used a brand book that did not fully disclose the requirements for a designer. In particular, there were no rules for creating and using the logo, the color scheme was poorly described, fonts were used without licenses, the typography was not described, etc.
The company already had a logo and had no intention of changing it. So I would say that my task was to fill in the gaps of missing information and make improvements where I could make them. In the end, I chose a more fundamental approach and took a conscious approach to organizing and creating a style.
First, I made small changes to the logo: I redrew the sign, considering symmetry and optical alignment, aligned the text part, and repainted the slogan. These changes were described, and the meaning of the symbol was explained. Rules were also created for the logo.
The next step was to organize the color scheme. Previously, the brand identity contained only three primary colors, without the use of CMYK and the Pantone system, and there were no shades of color or contrasting colors. Now, there are shades, a detailed description of color formulas, and a color close to black, but with a hint of the company’s main color.
When working on the typography part, I focused on available typefaces that could be used both in printed materials and in Google Suite. The choice fell on Geologica due to its diversity and variability, and Sofia Sans for small text blocks due to its compactness and narrower letterform.
The rest of the brand book was devoted to iconography, mascot, and marketing materials. So, I suggest you look through it below: