ESTANTE VIRTUAL REDESIGN
Brand identity redesign
Estante Virtual is an online bookshop that connects old/used book sellers and buyers in a B2C format.
Estante Virtual is an online bookshop specializing in used and rare books.
The main idea was to take the focus from the word virtual and put it on the word estante (shelf, in English). Also, change what was a very greyish website and help it look a bit sleeker overall.
Our benchmark included many indirect competitors: big bookshop brands.
The main takeaway was to keep the font sans-serif, maintain the lowercase and come up with a recognizable icon.
The chosen font is Galaxie Polaris Heavy. Easy to read, has great scalability, is round and really pretty. The hierarchy of the logo is defined by a simple change in opacity.
The main colours represent one of the company's ethos: sustainability.
Even though green as a colour for eco-friendly designs is well overused, it is cliché for a reason: it works.
Secondary colours were chosen to be vibrant and very different from each other, but still look exciting in contrast with the old gray.