Precision unlocked since 1964
Basara is a family manufacturing business located in Mielec in Poland that specializes in producing metal components. The company's unique business model allows it to deliver parts and accessories to worldwide customers very quickly, based on in-depth analysis of customer specifications and needs.
My role on this project was to design a new logotype, refine the logomark, come up with creative key visuals for the brand and develop detailed brand guidelines.
The original logomark underwent subtle refinements to enhance its visual harmony. The 'b' within the nut received adjustments for better optical balance, while the entire symbol was carefully positioned on a golden ratio grid, ensuring a truly aesthetically pleasing outcome.
On the other hand, the logotype is entirely unique. Each glyph was meticulously crafted from scratch, drawing inspiration from the precision of CNC metal cutting, a reflection of the company's character. This typographic design also adheres to the golden ratio principles, further enhancing its visual appeal.
The metalworking industry typically doesn't prioritize creativity in its visuals. The focus tends to be on maintaining a correct and functional appearance, avoiding designs that might be considered too attention-grabbing.
This provided an opportunity to break away from the norm. As Basara aimed to expand its efforts to the western market, incorporating symbolism referencing western achievements felt fitting. Hence, the concept emerged: "We were here before they got to the moon." This phrase resonates with Basara's establishment in 1964, full five years prior to the NASA's Apollo 11 mission, when Neil Armstrong set foot on the lunar surface.
Credits
Agency: Brand Backup
Creative supervision: Łukasz Szpakowicz
Initial logomark design: Dariusz Korytowski, Bogusław Podhalicz
Logomark rework, logotype, key visuals, brand guidelines, swag and other assets: Jerzy Zaręba (myself)
