Clarity and Simplicity: In the complex business environment in which RoyalTurbo operates, clear communication is highly appreciated. In our initial brand audit, we identified these issues with the existing brand logo:
- Weak and overused color scheme: lead color blue is industry-wide the most frequently used color and provides little distinction.
- Color complexity: the yellow accent color is weak in contrast and a third color for the Chinese logotype brings the total to 3 colors in one brand logo: unnecessary complex
- The Chinese brand name, which is the most commonly used, received too little attention graphically and appears as a simple add-on
- The all capital-letter typesetting of “ROYALTURBO” in a compressed bold typeface makes the word difficult to grasp at a glance.
Based on review of all communication tools and competitor research, we created several candidates with a strong, clear color scheme and equality between Chinese and English logotype. As the Chinese name doesn’t reveal anything about the client’s industry, we gave more focus to a strong brand icon of the impellor, the crucial part of any rotary compressor.