Our client 365.invest wanted to unite several retail parks across different regions under one name and visual identity. Our task was to create a logo for the project along with a unified and distinctive visual identity. The main design requirement was that the identity should not blend in with competing projects in this category, but rather stand out.

Services
Visual Identity

Client
365.invest
Storia

Team
Graphic Designer – Zuzana Lehocká

Process


The main design requirement was that the identity should not blend in with competing projects in this category, but stand out. That’s why, in both the logo and the overall identity, we focused on three pillars:

Minimalism / Directness / Memorability

The visual identity – through its chosen colors and playfulness—stands apart from the common concepts of such retail shopping projects. Its boldness reinforces an easily memorable and straightforward name.


The central graphic element of the visual identity is the “diamond shape”, which is also present in the logotype.

Concept

We discovered an element that offers additional compositional possibilities within the identity, strengthens the concept, and boosts brand recognition. It represents a single shop at the center of Storia and, at the same time, serves as a central playful element that draws attention and provides versatile ways to incorporate both colors (apricot, scarlet, neon, and midnight) and photography into visuals.