Mapping the way
The name represents familiarity with alleys and the character of a local guide, providing sufficient knowledge and guidance to lead buyers to the right direction and the right listings. The octagonal shape pays homage to the ornamental design of window grilles commonly found in homes across Taiwan - a symbol rooted in cultural relevance. Together with the inner workings of the octagon that resemble a GPS map, this creates a blend of traditional and contemporary into one graphical device.
Athemaster
Brand identity
Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.
The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.
A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.
Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.
Development
Alley Guide(巷導)
Looking for a new home can be a daunting task. Translated from 巷導, Alley Guide eases this process by providing house hunters with up-to-date and comprehensive property listings around Taiwan, linking agents and buyers directly on one platform.
The service would begin as a mobile app and later be expanded to web browsers. Not using houses in the logo was a priority that the client made clear, to ensure it remains distinguishable from competitors.
Logo design
THE CHALLENGE
In a crowded property market, how do we craft a logo that could hold significance to the local culture and also be accepted by agents and regular home buyers?