A visual language for the brand is needed: a system from which any medium can be predictably assembled, rather than a set of layouts.
Client: an international company in telecom infrastructure, B2B. Sells to other operators, not to the end consumer. Materials in English, some duplicated in Russian. The company has changed its strategy; the previous identity was built around an image that has been abandoned.
Untouchable: logo (neither symbol nor typeface) and color palette, one warm accent plus a neutral scale. New colors are not needed, but rules for their application, which are currently absent. The background is dark; a light version for documents is also needed.
DELIVERABLES
- Visual language: key graphic solution, construction rules (module, proportions, thicknesses), library of elements in vector, image usage rules, 3-4 key visuals.
- Typography and grid: typeface with justification, scale of 6-8 steps, 12-column grid, margin scale. Separate rules for tables: frequent content for the client includes dense technical tables, the font must accommodate a table with 30 rows.
- Mediums. Priority 1: exhibition stand (4 surfaces), A3 handouts, tabletop sign. Priority 2: business card, roll-up 850x2000, letterheads, presentation template, one-pagers on services, LinkedIn.
- Network map in vector, listed separately in the estimate. Global map, currently raster. Transfer to vector with clean layers: background, routes, nodes, labels separately. About 40 points and several dozen routes. Europe, Central Asia, Southeast Asia, Australia.
- Brand book: grid, module, margins, table rules, color area shares, image rules.
CHARACTER
Precise, calm, mature, engineering. Not loud, not friendly, not "innovative." The audience consists of professionals with 20+ years of experience who check the supplier rather than admire it.
WHAT SHOULD NOT BE INCLUDED
The list is closed; all of this has been done before and will not be repeated: globes and arcs over the planet; constellations of points and lines, particles; glows and neon halos; glass, blurring, glassmorphism; stock photos of servers, racks, data centers, teams in a meeting room; images from neural networks; flags, ornaments, references to specific countries (the client's neutrality is positional, not decorative); white text on accent color.
WHERE TO GET THE FORM
The client has unused material: real network topology, nodes, connections, coordinates, technical identifiers. We expect 2-3 directions, at least two developed, not sketches. A mandatory property: the same works on a canvas of 3x2.3 m and on a business card of 90x55 mm.
STAND
Two curved textile walls, each printed on both sides, totaling 4 layouts. The larger wing is 3320x2310 mm, safe zone 3200x2200. The smaller is 2740x2310, safe 2640x2210. Templates will be provided. The dead zone of 1200 mm at the bottom is closed by a table and heads; the entire meaning is in the upper 1100 mm. Minimum height of uppercase letters is 15 mm. Illustrator, 150 dpi 1:1, CMYK, PDF in two layers. Prepress can be omitted; we will hand it over to the printing house.
TIMELINES FROM START
Directions 3-5 working days, selection plus one day, stand to print plus 4 working days (strict, as there is an event date), mediums plus 2 weeks, map plus 2 weeks, brand book plus 3 weeks.
FORMALITIES
NDA. Rights transfer completely. Licenses for fonts and stock images to be attached. Editable source files.
IN RESPONSE, PLEASE SEND
- 2-3 projects where you created a system, not just a separate layout
- Price for the five blocks separately, plus the stand separately
- Real timeline and response, whether you can meet the schedule
- Do you take prepress or hand it over to the printing house
- Software and format of source files
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