My goal was to produce exciting, distinctive branding and stationery for a Bulgarian tech startup.
Gaida is a bulgarian bagpipe. The word sounds like guide in English and is also a backronym: GAIDA = Guide in AI and Data Analytics. Gaida.ai aims to make process of finding and buying a home seamless and efficient for both agents and buyers."Gaida.ai: The AI Startup That Aims to Prevent Painful Memories of Buying Real Estate" on Trendingtopics
Glyphs in word GAIDA are a combination of round (G and D) and sharp triangular shapes (I and A). This is a nice finding since geometrical shapes can elicit emotions and feelings in the audience. I decided to explore this aspect in depth and analyzed some well-known logos.
Circles, ovals and ellipses tend to project a positive emotional message such as community, friendship, love, relationships and unity. Curves tend to be viewed as feminine.
Straight edged logo shapes such as squares and triangles suggest stability, balance, strength, efficiency and professionalism. These tend to be viewed as masculine attributes, so companies that have a masculine bias gravitate towards such forms in their logo marks.
Similar to these Gaida logo will combine both round and triangular of shapes, combining positive associations of both shapes."The psychology of logo shapes: A designer's guide" on creativebloq
First batch of sketches I created to get a feel of the shapes and ideas they could express.
Moving to the Sketch App, creating higher fidelity visuals and iterated on first sketches and ideas.
Colour plays an important role in influencing perception of the brand. Psychological associations of colour were an important consideration when putting together the colour scheme. Following colours were chosen in accordance with Colour Theory (square colour harmony).
Blue – trustworthy, loyal, logical, dependable, secure, strong, wise;
Dark gray – sophisticated, secure, powerful, elegant;
Secondary (supporting) colours:
Purple – wise, wealthy, spiritual, imaginative, sophisticated;
Red – powerful, passionate, energetic, exciting;
Yellow – optimistic, warm, happy, creative, intellectual;
I created a few variations of the logo for different purposes. Grid helps to make sure the icon is geometrically precise and rhythmically consistent across all variants of the logo; type on the other hand, was kerned and edited to look visually harmonious not mathematically due to how human eye perceives negative space, vertical and horizontal shapes.
Powered by Gaida Logo to be used in apps.
Examples of correct use of logo in colour and in black and white on different backgrounds and typography breakdown.
Onboarding animation for the Gaida.ai Powered app.
I created fun and funky design similar to Gaida website style (I'll make sure to add a link to case study later).
Envelope and Letterhead
Minimal clean design that will not interfere with the contents of the letter.
I created unique illustrations that represent Gaida's brand message. Read a case study about it.
Designer – Lubov Soltan
Product Manager – Nik Jordanov
Gaida team – Galina Jordanova, Alex Jordanov, Boyan Bonev