How Vestor.Estate Was Created
Brand creation is not just a name and logo randomly popped in your head. The main principles, values, tone of voice, and overall sense of the company must be impersonated in its identity, especially when the company has gained a particular reputation through the years.
Alexey, the designer who created Vestor.Estate brand as you see it told us his story with some details of the process and revealed the sense of every element that created the wholesome Vestor picture.
I came up with the name Vestor.Estate after a few experiments with other options. They all were decent, but alternatives had some disadvantages. Previously, the best option was “Patriment,” this name entirely disclosed the sense. Still, it was difficult to pronounce it, considering the company’s location in Kyiv, which means not only English-speaking clients would say it.
That is why we chose Vestor. It’s a morpheme of “investment” and “estate.” Moreover, in English, there is an adjective “vested,” which means “legitimate,” “rightful,” and completely correlates with the company and its activity.
The logo of the company was created in a way that doesn’t require any additional context. At the same time, it is the name of the website. The other symbols – V sign, triangles with fragments are implemented to enhance the context. Using them separately, in print media, merch or online we create the visual culture of the brand. It’s a much more elegant way of communication than simple replication of “logo-sign-pattern.” The visual system, consisting of all these elements, is more durable and capable of self-development.
Triangle is a closed V symbol. We used the architectural motives of real Kyiv historical buildings inside these forms. The method is “old in modern,” all the elements are drawn using only lines and circle. Thus, with every line, we transmit one of the company activities – renovation.
Color means emotion. The colors chosen are the ones prevailing in the apartments’ interiors the company designs. Opening your eyes after wake up, a person would see these particular colors. The color scheme is a formalization of the feelings.
Vestor.Estate visual culture is the elegant world of forms and senses, full of peaceful emotions. Withal, this world is a rational world without stylization. It is a modern view of historic property.
At some point, the name Patriment was agreed upon. But one evening, Sasha called me and told me that it would be hard to pronounce such a name according to the company team’s opinion. At that moment, I was angry and upset at the same time about the fact Patriment wouldn’t be the company’s name. However, after we decided to go for Vestor, I realized how right and in time we were to change the name. This situation showed me how important it was not sticking to any name or design subjectively, but to asses the whole picture objectively instead.