Created in Ming Tai's "Type 5: Motion" class. The objective of this project is to rebrand an existing institution and showcasing its new brand and identity (e.g. Logo lockups, Typography, Poster, Collateral, Social, Website, and Brand Elements) through a 60 seconds or shorter motion montage.

The initial brand identity of "Enco Group Studio" was not effectively conveying the organization's fundamental values and services due to its lack of brand consistency and visual impact.

Thus, the rebranding, while renaming the institution to ENCO INTERNATIONAL LIMITED, solves that problem by introducing a dynamic and engaging identity system. It features a versatile and adaptable color palette, a robust and uniform typographic approach, and crisp, attention-grabbing motion elements.

Logo

Designed with the intention of flexibility on different dimensional surfaces and screens, ENCO INTERNATIONAL LIMITED comes with three main logo variations: ENCO (short), ENCO INTL LTD (mid), and ENCO INTERNATIONAL LIMITED (full).

ENCO also comes with three sub-logo variations, which are used restrictively and situationally, such as in captions or to further create contrast and hierarchy.

Typography

ENCO strictly uses three typefaces from two font families. First, Lateral Condensed Medium for headings and display; second, Lateral Standard Medium for subheads and body copy; and third, Basier Square Mono for captions.

The three typefaces come together naturally, creating contrast and hierarchy in every and all designs within the identity.

Color

Color plays a significant part in ENCO’s identity. ENCO comes with a diverse and flexible color palette consisting of three primary colors and six secondary colors. With a large color palette also comes unique restrictions to maintain order and consistency while retaining its flexibility. All colors are labeled with specific pairings and no more than two colors exist at once within a single composition (unless in specific situations).

Motion

All of ENCO’s motion can be described as quick, crisp, and clean. Kinetic typography plays a significant role in ENCO’s identity; it acts not only as an attention-grabber but also as a transition from one piece of information to the next.

Conclusion

ENCO INTERNATIONAL LIMITED’s visual identity is designed from the ground up to harness contrast, hierarchy, and flexibility; ultimately becoming an identity that can not only stand against time but change with it.