Creation of a new Brand Identity: Corporate

Title : Libellule Brand Identity & collaterals

Brand : Centre Libellule

Description :

As part of this project, we developed the logo, brochure, stationery and website for Centre Libellule. Centre Libellule is specialised in the multidisciplinary assessment of people presenting with developmental, intellectual and academic difficulties. It needed a versatile brand and visual identity that could work both online and offline - but above all make reaching out to the center less daunting. When you google Libellule, there are literaly 1000s of versions of dragonfly logos. So how to make something stand out, recognizable and not cliché? It started with a long incubation process. The logo needed to be modern, subtle and emotional. We changed the versions again and again. From fonts to colors and the dragonfly’s silhouette - until all the pieces were falling together to create a harmonious ensemble. The thin handwritten typography gives a soft and emotional touch to the identity and its fluid movement goes along with the flow of the dragonfly. A thin and simple sans serif font has been chosen for the text at the bottom so that it does not compete with the other elements. The main colours are purple and orange. They are quite close to each other and a mixture of them creates an impactful gradient that fits well with the flow and fluidity of the logo. The purple colour is commonly used to represent harmony of mind and emotions while the orange radiates warmth and happiness. Both colours fit well in the purpose of the center that helps people in need of psychological or physical help to communicate. As we were developing the marketing materials, we knew the brand identity was an effective one and that we were going to make an impact. Because we could easily apply it on a brochure or a website. For us, it was all about creating a connection with our audience, from how you experience the website or simply how you feel when receiving a business card.