For this project, we revived and re-designed Reddeco's brand identity. Reddeco is a group of dedicated interior designers and architects. Collaborating with some of South Africa's finest creatives, they specialize in commercial, retail and hospitality projects. They strive to follow a holistic, human-centred design approach and to create spaces with functional, aesthetic, and emotional considerations. Their motive is to achieve a design language that speaks of originality, quality, and a distinct identity. Every one of their projects is approached intelligently, communicated creatively, and crafted with care. They aim to develop long-lasting relationships with their clients to build a strong foundation on which design can add value to their businesses and realize their visions.
To create Reddeco's new logo, we shaped a strelitzia flower, or the 'flower of paradise', into the letter 'r'. The strelitzia flower is a symbol of freedom, we based our design on this. Clients of Reddeco should give them the 'freedom' to transform their space and they will turn it into a 'paradise. They will bring your space to life, just like a flower would. The strelitzia flower originated in South Africa but is now found across the world, similarly, Reddeco was founded in South Africa but is now an internationally recognized company. We also chose to utilize the colours of the strelitzia. Together, in harmony, they provide a beautiful 'pop'. These bright colours are often present in Reddeco's exciting designs and should be embodied in the company logo. To complete our design, we placed the logo on a wholesome shade of brown. Lastly, we chose to use a versatile serif typeface, that, in our opinion, brings a sense of elegance to the design. In contrast, we also used a modern sans-serif typeface that is easy to read and more suitable for body copy. Both choices bring balance to one another.
