Type
Self-initiated
Role
Visual Design
UI & UX Design
Industries
Branding and Business Strategy
Date
June 16, 2022
General Summary
Differos is a project I launched in Venezuela with the goal of providing brand consulting services. As a consultant, my mission is to help brands differentiate themselves and position effectively against competitors through growth strategies and identity development. To achieve this, I created a strong corporate identity that directly reflects the company’s purpose: highlighting what makes each brand unique and communicating it clearly and effectively, both visually and verbally.
Concept
The core concept of Differos revolves around the universe of identification. I drew inspiration from elements such as fingerprints, tree rings, topographic maps, barcodes, and DNA patterns. These elements symbolize uniqueness and individuality, serving as the foundation for both the visual and conceptual development of the brand. My goal is to help clients identify their unique differentiators and leverage them to attract stakeholders and strategically position themselves in the market.
Naming
Building on this core concept, the objective was to find a name that clearly and attractively captured the essence of differentiation. I knew I needed to create a neologism that combined two key elements: uniqueness and attraction.
During my research, I came across the term "diff", an IT term used to compare files and detect differences, which resonated perfectly with the idea of highlighting uniqueness. On the other hand, I drew inspiration from "eros", a concept deeply rooted in psychology and mythology, associated with attraction and desire. This term adds an emotional dimension to the message, evoking something that draws attention and fascinates.
By merging these two ideas, Differos was born—a name that encapsulates the essence of standing out and being irresistible.
Logo Design
I designed a logo inspired by a fingerprint, but positioned horizontally to form the initial "D." This choice not only reinforces the visual identity but also directly connects with the core concept of the brand. The custom typography, built with line-based structures, allows for variations in thickness, enabling the creation of dynamic and adaptable visual compositions.
The brand colors—burgundy and navy blue—were strategically selected after conducting market research, which revealed that burgundy was not commonly used by competitors. This presented an opportunity to create a distinctive and immediately recognizable identity. In addition to its uniqueness, burgundy conveys formality, elegance, and an emotional connection to values such as love and passion, making it ideal for a brand that seeks to be charismatic while maintaining a professional image.
Meanwhile, navy blue in the typography perfectly complements the design by adding solidity and creating a striking contrast that enhances the icon. This combination strengthens the perception of a sophisticated and distinctive identity, fully aligned with Differos' mission to help brands stand out.
Identity Development
For this project, I developed a comprehensive brand identity that balances flexibility and consistency, adapting to various communication needs. I ensured that each visual element was directly linked to the services offered by the brand:
Brand DNA: Defined the brand’s essence, including its history, milestones, promise, archetype, and ideal client. This created a clear connection between identity, values, and audience, ensuring a strong and differentiated positioning.
Verbal Identity: Developed the brand’s language, including naming, tone, voice, tagline, and audio branding. This guarantees a cohesive and distinctive communication style that reinforces the brand’s personality and emotional connection with its audience.
Visual Identity: Designed the brand’s visual image, covering logo, typography, colors, patterns, icons, and applications across stationery, packaging, and multimedia. This resulted in a coherent and memorable visual identity.
Spatial Identity: Applied the brand identity to physical and digital environments, including commercial space design, scents, apparel, vehicles, social media, and UI/UX systems, creating immersive and consistent experiences.
Website Design
When designing the Differos website, I aimed to reflect its visual identity in an elegant, natural, and technological way. The navigation is clean and intuitive, allowing visitors to quickly find the information they need.
I incorporated graphic elements inspired by identification patterns, such as textures resembling topographic maps and audio spectrums, reinforcing the core brand message visually. The site is also optimized to showcase success stories and services, providing an immersive and professional experience that resonates with the audience.
Results & Reflections
Creating Differos was a process that blended analysis, creativity, and strategy. This consultancy not only allowed me to explore new ways to build brand identity, but it also became a practical example of the power of strategic differentiation.
I’m proud of how every element—from the naming to the website—aligns perfectly with the intended communication goals, demonstrating the effectiveness of a well-executed brand identity strategy.
