Our firm was asked to creatively develop the branding identity for esyndico, a fully integrated, end-to-end online productivity platform that provides clients with everything they need to smoothly manage their assets and keep a close yet flexible look over the assets & building communities, anywhere and anytime.

esyndico provides each client with a private portal that manages each building and consolidates all common data thus allowing the client to view constantly all accounts and documents of their building.

“The Gestalt Effect”

Technique
The logo design is based on the Gestalt Theory or the psychology of visual perception, more specifically the closure principle (Closure occurs when an object is incomplete or a space is not completely enclosed). People perceive the whole by filling in the missing information. Although the 3D building is not complete, enough is present for the eye to see the “S" shape and complete the entire building shape.

esyndico has 6 main services, consequently the “S” is formed out of a hexagon with 6 sides.

Typeface
The typeface (modified and specially spaced) used is simple / classy and soft on the eyes, leaving importance for the emblem / symbol.

We highlighted that the logo creation commenced in phases starting from initial to advanced research / selecting between multiple design options / focus group for selecting the final option / focus group for selecting colors / retracing and fine tuning. A lengthy process yet client centric with adherence to design principals and guidelines.

Colors
Color picking / psychology was very important: A touch of classic / modern flat colors:

> Payne means wisdom, intelligence, futuristic, color of architecture, focus, dedication, commitment and corporate.

> Lime means optimistic, hopeful, elegant, responsible, wealthy, strong, clean, stable, peaceful, helpful, caring and luck.

Structure and Grid
The typeface and emblem fit in a perfect square.

The client was very astonished by the simplicity of the design at one end and the complexity of its proposition at it encompasses all aspects of the business in an elegant and sleek design.

With the work finishing on schedule, the client was able to go ahead with various intra-organizational projects that we branding dependent. With our continuous support and guidance, we were able to meet the client’s expectation. It is essential for us to collect feedback from all the stakeholders of the project once delivered, the highlight of that was the words “This is impressive! As if you guys were sitting in my head and designing!”