Calaton Studio Brand Identity

To make technology real

The task was to create an identity for an IT company from scratch, with only the name Calaton available.

The task was to create an identity for an IT company from scratch, with only the name Calaton available. The preference was given to a minimalistic modern style with a variable logo.

In the process of work, we were able to find a balance between the seriousness and manufacturability of the IT sphere and a modern bright and playful creative accent.

1.1

Brand System

Calaton systems is part of the Calaton Inc. group, which also includes Calaton media and Calaton studio. The logo consists of a sign and a text block. Calaton text block is unchanged for all logos.

Idea

In the future, Calaton Inc. several more areas of activity may appear. Or, conversely, it will abandon existing ones. The sign allows you to solve these situations with the help of minimal changes in appearance.

Perspective

By simply increasing or decreasing the number of ring segments. These changes do not reduce the recognition of the logo.

1.2

Color Palette

Primary color

The main constant color of the Kalaton brand is dark purple. It is not too bright and serves as a background and basis for minor colors.

Hex: #3D3161

RGB: 24/49/38

CMYK: 37/49/0/62

Pantone: P 101115 C

Secondary color

Background colors depend on the type of activity. They are very bright and noticeable. They need to be used in a minimal amount.

Hex: #C1E457

RGB: 193/228/187

CMYK: 25/0/70/0

Pantone: 374 C

Neutral colors

The neutral color palette consists of cool grays and should only be used primarily as background color and for typography.

Hex: #e5e5e5

RGB: 230/231/232

CMYK: 0/0/0/10

Pantone: Cool gray 1C

Hex: #c4c4c4

RGB: 196/196/196

CMYK: 0/0/0/23

Pantone: Cool gray 3C

Hex: #999999

RGB: 167/169/172

CMYK: 0/0/0/40

Pantone: Cool gray 6C

Color usage guideline

Colors should be used in the proper ratio. The primary color is the most prominent, followed by secondary colors.

primary

secondary

neutral

1.3

Typography

The signature font for the core set is the Roboto family of headsets. The Roboto font has several variations: light, regular, medium, bold. This font has an appearance of efficiency and forwardness and is universal both for printing and for web resources.

To give individuality as well as playfulness to the general mood of visual communication, it was decided to use the Rozha One fonts family wich is also a very high contrast Open Source font.

Roboto

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Rozha One

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1.4

Graphics

To enrich the graphic language of the brand and make it visually recognizable and attractive, you need to use a unique way to use images. The most logical will be to use logo elements.