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Camel Solar:19.07.2011

Prepared for: Edward Blake-Thomas Prepared by: Jacob Beckett 19.07.2011 Proposal number: 3

Camel Solar
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Background
Camel Solar (CS) is a young and exciting solar thermal company. They specialise in producing solar thermal collectors that are both functional and beautiful. They have high aspirations, not just for their products but for the company as a whole and these aspirations are global. CS is a brand with a conscience, but more than that its a brand with an aesthetic that dispels the traditional perceptions of the renewable industry. CS has aesthetics and design at its heart. CS is a primarily product manufacturer with a network of international resellers, and while anyone has the ability to purchase a CS product they envisage a large percentage of the products to be going to organisations who have a direct need for warm water but also a responsibility to the public. This could be anything from a public leisure center to a corporate ofce block or an indoor shopping center. The private sector is also worth considering when creating the identity. Withn the private sector we envisage the target demographic to consist of the young to middle aged, middle class, conciencious consumer would be typical. One that may watch Grand Designs on TV or visit Chelsea Flower Show.

Aims
To create a brand that echos the deign led approach of the key people within CS but also of the products themselves. CSsell the products and they are beautiful yet functional so why not emphasise this and incorporate them within the fabric of the brand.

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Solution
To create a visually impelling brand identity that can ow seamlessly from letterhead to business card to website to product packaging. The identity should be crisp and modern using no more than 2/3 primary colours paired with simple yet instantly recognisable iconography.

Logo
We started looking at various options for the logo, initially there were 3 obvious routes, namely; Incorporating a sun to represent the solar aspect. Incorporating a camel to represent the namesake. Looking to spell it out using the CS acronym.

We cut the rst route out as we felt using the sun wasnt unique enough, for a company with CS aspirations and products there needed to be an equally brilliant identity to match. There were a few nice options down the CS route especially when presented on top of each other almost in a ying yang shape with a solar are effect radiating from behind. It worked well as a stand alone logomark that could be easily transferred across different applications. Even though these options were nice, we were in search of something more than nice which is why we concentrated on the Camel aspect. The name Camel is unique in itself, it sets the company apart and despite camels often being perceived as dirty, smelly animals they are also highly efcient in their conservation of energy and tireless in their efforts. Camel is not an obvious name but it makes sense and is memorable and thats CS wants. Originally there were proposals drawn up to utilise a cartoon camel and while its
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a pleasant logotype we felt it didnt gel particuarly well with the intended brand identity and target demographic. Nothing about what CS is a joke, the environment is a genuine concern, the efciency and technology is cutting edge with serious technical credentials and the look is far from jovial. In fact with the latest product, CS developers have described it as looking like a atscreen TV, its sleek, dark and completely ush around the edges. You could butt them up against each other to give the appearance of one continuous dark sheet of glass, reminiscent of a number of architect designed ofce blocks. In order to attract the kind of person who appreciates aesthetics in this way and will therefore understand where CS is different they need to entice them in through their identity and retain their interest through the CS service and quality of product. We made an observation fairly early on that the central letter in Camel is an m which consists of 2 humps rather like a camel. We tried a few options along this route with the letters overlapping and the Camel becoming integrated with the typeface but none seemed to work. Until we created a suitable silhouette of a Camel almost edging towards the observer, the humps were similar enough to an m to make it clear and it looked friendly and pleasant yet still serious. We tried a few fonts but settled on Helvetica Neue thin with a slight outer glow in black (or white). We spread the typeface out to allow space for the camel n place of the m and positioned the camel in the middle slightly raised against the normal text line. We think youll agree the brain does the rest and lls in the gaps to read Camel without confusion. We incorporated the solar coming off the camels rear leg and running to the parallel point in which camel ends. Solar was done in Helvetica Neue bold to give it emphasis. A conscious decision was made to avoid using capitals to retain the

We want the brand to be modern, smart and clean. Just like the product

modern, sleek approach. We then developed a few different styles to demonstrate that the logo can look the same and retain the brands identity while tting in different applications.
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Business Cards
Business cards are always important, Theyre often the rst impression someone gets of a company so they have to be memorable. For this reason the intention was again, use the logo in an effective manner, to keep them simple and only provide necessary information. Preferably we want to direct interested parties to the website so thay can see the products and get a more integrated feel of the CS brand.

Website
For the website we looked at a number of options but it was important to CS main contact in the UK that we had some interactive element in order to stand out from the standard solar sites. CS is not the plumber turned solar expert down the road, they are professional manufacturers with global intentions. At the same time the website had to be very crisp, clean and almost minimalist while holding all the relevant information that one might need. Below are 2 marginally different options for the home page. Mr. Blakethomas wanted a ash menu that heavily used images (of products) while having a concertina/magnifying mechanism.
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The fonts used are helvetica still but in Caps this time (although this could be changed). We also discussed colours and tried a few options including orange/yellow sunsets but decided that the blues really allowed the logo to stand out while also allowing the products which are of a similar hue to be presented in a smart manner.

As demonstrated in the screenshots weve tried to keep the information to the bare minimum to improve the UI and to avoid confusion. The headings are clear and succinct and the navigation obvious. Any necessary information (weather where you are widget etc) could be added on top but we thought it important to look at how stripped back we could make it while still providing all the essential information.

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Further marketing/promotion material


Just a few examples of the logo being used in other applications,

Thanks for reading.

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