latest work – branding

© aimée creative 2014

Darby and Darby are father and daughter translators, Rod Darby and Rebecca Darby Sims. They specialise in financial translations from German to English. Their target clients include big name consultancies, banks and insurance companies based in and around the major cities of Germany. They approached Aimée Creative in early 2014 wanting a brand identity and website for their new joint venture.

Both Rod and Rebecca were clear that they wanted a classic look and Germanic feel to their new logo and brand identity. They were adamant however that they did not want it to feel old fashioned or heavy, and were seeking something light, fresh and modern.

The classic Swiss/Germanic typeface Helvetica seemed the most fitting choice for the logo, but it ran the risks of being too conservative.  A new curvier variant of the typeface was located to provide the modern twists on the font and more rounded/friendly feel.

Although Darby & Darby specialise in German to English translations. They also have experience of French translations and wanted the option to be able to add this service to their portfolio in the future. The ampersand was therefore designed to resemble the French word ‘et’ whilst an umlaut was incorporated to give it a clear Germanic feel. – creating a ‘trilingual’ logo.

Traditional dark navy and white gave the brand a corporate and trusted feel, whilst a hint of cyan gave some life and splash of vibrancy to the design.  The cyan also worked well as a signature colour for Darby & Darby, as icons but also as a central seam of cyan on 3 ply luxe business cards from Moo.co.uk.

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Aimée Creative was also commissioned to design a bilingual website for Darby & Darby. Read more…