Our brand is called “Neat!”, our product range includes pencils, tote bags, posters, notepads and our signature notebook; the Neatbook.
We had a bit of a slow start in terms of pin pointing our product range and coming up with a visual identity but when we finally did, I think our brand is strong and our product interesting. For me, Neat started coming together after deciding what our primary product would be and the colour palette we were going to use. I put together a mood board with everyone’s individual style in mind and the things we had discussed on our first meeting.
Mood board for Neat! by Lisa
Looking at other team members mood boards, we kind of recognised the style we wanted for our brand and I put together a colour palette to fit this.
The visual identity for Neat! is based a lot on its colour palette and displaying that in different ways through out our products, packaging and promotion materials. These colours (tweaked a little later on) are the backbone of our brand identity.
The name “Neat!” came from an intense session of brainstorming on my part. Writing down everything I could think about connected to stationery, notebooks, clean and simple, I went through names such as “linear”, “sharp” and “nifty” before arriving on “Neat!” and presented that to the team. We decided to use it because it fits our brand manifesto, creating cool products with a clean and simple aesthetic. The double meaning of the word gives it a fun spin and we liked that it’s not too long.
My idea for the logo was a pretty straight forward one – having our name in circle with a couple of lines in it referencing to the lines of a notebook. I wanted the font to be a script one because of the connection to handwriting and of how it would give our otherwise sparse aesthetic a warmer feel. However, I couldn’t really find the perfect one so after discussing the logo with my team members, some of them made their own suggestions. All of our logos seen below:
After mulling these over for a couple of days, Tatiane came up with this one:
We all liked the style of it but agreed that it needed a bit of tweaking to make it perfect. Carlos did some changes to it (opening up the ‘e’ a bit, making the edges smoother, angling the whole word slightly and tweaking the exclamation mark) and this is the final result:
I think this logo really fit our brand – it’s simple and a bit quirky at the same time and just, well, really neat!