Created by Matt Vergotis
There are a lot of logomarques and logotypes out there which are hand rendered for its beauty, but without the emotional meaning behind the marque and focus on the purpose of the design, the marque could fall dangerously generic.
Then I came across this brand identity on the Behance Network last week - the creative process which was applied to this brand identity truly creates a connection between the essence of the brand's character and its founder, Perry Cross, who was injured and rendered a C2 quadriplegic in 1994. It's a wonderfully thought-through brand identity and it's worth checking out the Brand Identity process.
How important is the creative process to creating strong and compelling brands to you?