Spares CNX
Branding
Naming, logo and style guide for a connected maritime supply chain company
Naming, logo and style guide for a connected maritime supply chain company
I designed the brand book for Spares CNX, a supply chain product that helped cargo ships keep track of their spare parts inventory with IOT devices. To brand the product, I did extensive research on cultural context and maritime history, facilitated workshops for brand values, naming sessions, created moodboards and explored typography options. I brainstormed and crowd-sourced hundreds of names to determine if Spares was the right name or if there was a better option. After voting on the name and receiving style feedback from my team, I designed all of the logos, photography rules and color choices below.
The extended font Idlewilde conveyed a technological and maritime feel.
After trying many options, including icon-based logos, I created the typography-based icon lockups below.
Gibbs is a tough, sophisticated sans, named for prolific maritime architect William Francis Gibbs and inspired by his greatest design, the record-breaking mid-century luxury liner SS United States.
The photography style leveraged the technology theme and the bold purple color palette.
The Spares CNX logo is in use by the start up company in Singapore.