Round 1 | Option 1
About the Brand
Twenty Seven, a new brand named after the owner's grandfather, was established to provide purpose-built student accommodation, aspiring to be a 'Home away from Home'. Operating in the property development market, Twenty Seven uniquely focuses on township areas to meet high demand for bedding, offering full turnkey solutions. Positioned as a mid-range, somewhat formal brand, it differentiates itself from competitors by its community-focused approach, aiming to develop more properties and expand into rentals in the future.
Target Audience
Their target audience is diverse, encompassing parents, students, and young professionals aged 19-60, seeking safe, comfortable, and reliable accommodation. They also cater to middle to upper-income investors, both male and female, who are interested in socially impactful ventures like reviving township accommodations or diversifying their portfolios. Ultimately, the brand aims for its audience to describe their experience with words like 'Comfort', 'Home', and 'Safe', reflecting a commitment to security and well-being for all.
The Goal
The requirements for the logo design are to establish a professional, memorable visual identity that builds trust. This logo will be seen widely on branding stationery, social media, websites, apparel, vehicle signage, general signage, and exhibition equipment. Crucially, the design must incorporate Zennith gold and black. While the brand currently lacks a slogan, they are enthusiastically open to creative suggestions that can complement the new logo.
Let's Break It Down
The Strategy
Monochrome Variations
Colour Palette
Colour Variations
Typography
Web & Social Icons
Strategy
The logo features two home structures mirrored on the x-axis but connected by their door shapes. In the top left is a quarter circle symbolizing the sun, which represents the bright futures for the target audience, students and young professionals. Together, these shapes form the number 27.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette for Twenty Seven blends earthy tones with sophisticated neutrals, reflecting its 'Home away from Home' ethos in township student accommodation. The vibrant primary colour evokes community warmth, while the deep greys and teal signify reliability and growth. This balanced selection supports a mid-range, formal, yet community-focused brand identity, ensuring trust and comfort for students and stakeholders alike.
Community Glow
Evokes warmth, optimism, and energy, signifying a welcoming and vibrant community atmosphere essential for a 'Home away from Home'.
Urban Slate
Represents stability, sophistication, and reliability, forming a strong and professional foundation for the brand's property development focus.
Growth Aqua
Conveys serenity, clarity, and innovation, reflecting the brand's aspiration for growth and its fresh approach to student accommodation in townships.
Homestead Ivory
Offers a sense of calm, warmth, and comfort, reinforcing the brand's promise of a cozy and elegant living environment.
Deep Horizon
Signifies authority, sophistication, and depth, embodying the brand's professionalism and its long-term vision in property development.
Clarity Grey
Communicates reliability, intelligence, and a calm focus, ensuring clear communication and a sense of trust for students and partners.
Vertical Colour
The primary colour version of the logo functions perfectly in a vertical layout, designed for maximum brand impact on light and dark digital surfaces.
Horizontal Colour
For wider applications like navigation bars, signage, and stationery, the horizontal colour variations ensure the brand remains legible and professional.
Typography
The combination of Oswald and Open Sans establishes a balanced and effective typographic voice for Twenty Seven. Oswald's strong, formal headings pair seamlessly with Open Sans's approachable and highly legible body text. This duo projects an image of professionalism and reliability, softened by a welcoming warmth, reflecting the brand's mid-range, community-focused positioning. Together, they effectively communicate Twenty Seven's commitment to purpose-built student accommodation, ensuring clarity and an inviting tone across all communications.
Primary Typeface
Oswald
About the typeface
Oswald, a bold and condensed sans-serif, exudes a strong, modern, and formal presence fitting for Twenty Seven. Its impactful style creates an impression of reliability and structure, aligning with the brand's property development focus. As a heading typeface, Oswald is highly effective, providing clear, authoritative statements that reinforce the brand's professional yet accessible identity. It ensures headings are prominent and command attention, reflecting the purpose-built nature of the student accommodation.
Secondary Typeface
Open Sans
About the typeface
Open Sans, a humanist sans-serif, brings a sense of approachability, warmth, and excellent legibility to Twenty Seven. It creates an impression of trustworthiness and comfort, perfectly embodying the 'Home away from Home' ethos. For subheadings and paragraphs, Open Sans is highly effective, ensuring content is easily digestible and welcoming. Its clean, friendly style complements Oswald's formality, making complex information accessible and reinforcing the brand's community-focused approach to student living.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn, and Instagram.
Favicons
A favicon is a small icon that represents your website in browser tabs, bookmarks, and address bars, ensuring brand recognition at a glance.
