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BRAND IDENTITY
Sharexp, Confindustria — Verona, IT

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Case Study: Sharexp

Essential and succinct, the Sharexp logo embodies the importance of sharing international experiences and the usefulness of a toolkit of professional knowledge, put to work for those who seek to expand their businesses abroad with the guidance of Confindustria Verona’s new network.

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In terms of the graphic design, we’ve focused on the letter ‘e’: an incisive, recognisable typographic element able to stand on its own, even as a pictogram. We then enriched its terminal with a highly-symbolic arrow.

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The logotype was customised by substantially modifying the original font, Maison Neue, redesigning a few of its letters. They include the letter ‘a’, which now also features an arrow on its upper terminal, harmonising and balancing the overall wordmark.

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To ensure optimal legibility, the spacing between the characters of the entire logotype was established through the use of a well-defined grid that included optical corrections between straight and curved lines and between ascendants and descendants.

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For the colour palette, we opted for two complementary hues: blue for the logotype (representing Confindustria, though brighter than the organisation’s original branding) and orange for the letter ‘e’, thereby highlighting its importance and creative symbolism.

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The same colourways were used for the negative version.