Client
Querido Diário (Dear Diary in english) is an Open Knowledge Brasil project. It proposes using artificial intelligence to allow the reading of Brazilian municipal federal registers* in a friendly and easy access way.
* in Portuguese, the Federal Register is called, in literal translation, Official Diary, yes, the same word for dear diary ;)
Goal
A redo of their logo and a new dynamic and friendly visual system to go with it. The client's keywords were: accessible, modern, memorable, and friendly.
Targeted issues
• A poorly balanced logo with some harsh edges
• No color pallete
• A typography that doesn't add any character to the logo
• No identity system
• No color pallete
• A typography that doesn't add any character to the logo
• No identity system
The new logo
It still carries all the meanings that the older version tries to transmit but in a modern way. The sharp edges become curves, the type is more friendly, and the new proportions make the logo more legible. The icon is optimized for the web and can be used as such. The new logo makes its application much more effortless.
The new type
Ballo 2 and Montserrat Alternates, both Google Fonts, give the balance between seriousness and friendliness. Both add personality to the system, Ballo being more friendly, playing with the child's idea of a diary, and Montserrat giving the technology feel.
The colors
The expanded color palette collaborates with the whole system's balance. It has fun, serious, and lighter colors.
The support elements
An icon family and a few patterns were made to make the identity come alive. The patterns turn the idea of data sets into visuals, which makes the possibilities playful in creating content. Combined with the icons of the search bar or the magnifying glass, we can illustrate the idea of having accessible data, for example. The icons were made after a few exchanges with the client, as a first batch, considering the most relevant topics they were communicating.
