ATLAS: Move Beyond
ATLAS is a unique brand identity that I developed during my academic journey at Montserrat. As part of our coursework, we were given the opportunity to either create a completely original company of our own design or to take an established brand and reimagine it while keeping the original company in mind. I opted for the latter choice, selecting the renowned car manufacturer Subaru as my foundational inspiration.
ATLAS serves as a vehicle and automotive parts manufacturer, dedicated to making the automotive world more eco-friendly and accessible, with a strong commitment to sustainability and affordability in mind.
The ATLAS Journey
From the logo, to the carefully chosen color palette, to the overall vibe and essence of the company, I personally designed every single aspect of ATLAS with great attention to detail.
The project initially began with the creation of the logo, which was a journey that involved going through a handful of iterations. I gradually made my way to a logo that I felt truly encapsulated the concept of ATLAS in the most fitting manner. Given that the name ATLAS evokes strong imagery, I aimed for a design that would visually represent its idea of a peak, as it is meant to serve as a literal atlas within the industry.
This goal inspired several of my ideas along the way. Ultimately, I settled on a straightforward yet impactful logo featuring the title along with a star gracefully positioned in the center of the “A,” which still maintains the concept of a literal atlas woven into the overall design.
In addition to the logo, I also had to carefully consider a collection of taglines. For these taglines, I sought to evoke a feeling of both “futuristic” vision and a sense of dynamic “movement,” making these qualities a main focal point in both the logo and tagline. After much deliberation and thoughtful consideration, I ultimately decided on the tagline “move beyond,” which succinctly captures the forward-thinking spirit of ATLAS.
Sketches of the logo
final design
Next came the important decision regarding the color palette for the project. With ATLAS already possessing such a strong and powerful name, I felt a deep responsibility to choose a palette that closely aligns with that concept.
My initial thought was to opt for a shade of blue, which turned out to be a promising starting point. I began my exploration by reviewing the extensive selection of Pantone colors to identify a shade that I believed would best capture the essence of the blue I envisioned.
Given my familiarity with the Pantone book, I wanted to start my search there, as it is recognized as the most universal form of color coding. My goal was to find a blue that not only stood out but also conveyed the notion of being eco-friendly and affordable.
Initially, I experimented with more green-toned blues, but those did not quite resonate with the vision I had in mind. After experimenting with a few shades of deep teal, I finally discovered a stunning bold blue that perfectly aligned with my expectations.
Finally, the end of the project came when I had to design the stationery for ATLAS. During the class, my teacher had invited a knowledgeable professional who worked at a paper development company to help us understand the intricacies of paper selection and design. After that insightful meeting, I was more than inspired to create the stationery for ATLAS.
One of the examples of paper that was brought in actually had a beautifully printed stationery example showcased on it. On the back, it had a rich, deep color designed to perfectly complement the front of the paper and the company printed on the front. I loved that idea and definitely wanted to incorporate it in my design.
Additionally, I felt that there needed to be a pattern of some sort found on each of the stationery items to create a cohesive look. I made a unique pattern of stars to match the star in the “A” of the logo, giving it a distinctive touch.
To further enhance the stationery collection, I decided to design a small box specifically for bolts, which would solidify and reflect the overall idea of the brand.
After that pattern was created and the colors were thoughtfully placed, everything came together beautifully, and I finally completed the stationery, wrapping up the project with a sense of accomplishment.
