BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh by Etude Digital is a highly esteemed winner of the very prestigious 2022 Duais Umha A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

UmhaGrafaig· 2022

BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh

by Etude Digital

Client: BTY Group

Duais Umha A' Design Award Winner in Grafaig Category

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Verified Award Winner

Verify Award Status for #138763

Faigh a-mach A-nis Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh

Teacs Leabhar: 'S e prògram suaicheantais agus feartan cleachdaidh a chaidh a chruthachadh airson BTY Group a th' ann an Dearbh-aithne Bhranda BTY. Tha comharra an t-suaicheantais na mhìneachadh anailiseach is matamataigeach air a' mhòmaid anns an tèid seòl gennaker a chur an sàs. Tha an dealbhadh cuideachd a' toirt iomradh air a' bhuaireadh a thug an seòl gennaker air rèisean bhàtaichean-seòlaidh. Tha an comharra a' riochdachadh àm ri teachd anns am bi daoine a' stiùireadh teicneòlais. Chaidh còrr air 300 sgeidse pheansail a chruthachadh mus deach am fìneachadh ann am meadhanan didseatach a dhèanamh, gus an deach an geoimeatras a bha san amharc a ruighinn. 'S e dubh am prìomh dhath, le dathan soilleir gan taiceachadh. Tha an cruth dubh is geal a' ceadachadh ath-riochdachadh furasta air iomadh seòrsa uachdair.

The Recognition

About the Duais Umha A' Design Award

Tha BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh BTY Brand Identity Prìomh Fheum: Suaicheantas agus Feartan Cleachdaidh a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: BTY’s new logomark is an analytical & mathematical interpretation of the moment a Gennaker Sail gets deployed. It is also inspired by the disruption that a Gennaker sail brought to the sailboat racing world.

This logomark represents the excitement of a
more purposeful future, a future of people leading technology, not the other way around.
Dimensions & Packaging: A brand identity built using black as the main colour, supported by bright, vivid colours that stand out in an industry full of muted colours
Tags: logo, brand identity, logomark, symbol, graphics, layout
Production Technology: Over 300 sketches done in pencil first. Further refinement in electronic media until desired geometry was achieved.
Design Challenge: We had a clear vision that we needed the brand identity to represent that perfect marriage between technology and the people leading it. We knew the sail racing world was the greatest source of inspiration as radical changes have taken place in sail design.
Research: In growing cities worldwide, BTY’s award-winning independent professional services push the built environment forward through viable projects that provide the foundation for thriving and sustainable communities by focusing on:

The Future. With the exponential revolution that computing power and artificial intelligence are bringing to our lives, we need to ensure that all decisions shaping the communities of the future are rooted in:

Real Intelligence. BTY takes a stand against artificial intelligence by understanding that it is a tool and not the end game. The critical decisions shaping humanity’s future will have to come from:

Human Capital. BTY believes in people that act locally yet think globally. People that are hungry to make the world a better place and have the drive and intelligence to do so. BTY believes that its role in shaping the communities of the future is to serve as a:

Catalyst. BTY understands its purpose to be an agent of progress and innovation by providing real intelligence to transform the built environment for people, the planet, and collective prosperity.
Inspiration: BTY’s new logomark is an analytical & mathematical interpretation of the moment a Gennaker Sail gets deployed. It is also inspired by the disruption that a Gennaker sail brought to the sailboat racing world.
This logomark represents the excitement of a
more purposeful future, a future of people leading technology, not the other way around.
Project Duration: On going project. New brand identity launched in January. A few different brand touchpoint are still under development.
For example, the revised website is not complete yet. This brand identity is being rolled out across four continents.
Operation Flow: By being designed in black and white the logo can be implemented in a different set of substrates and colours that are appropriate not just to all cultures, but it also becomes easy to reproduce everywhere regardless of any technical restrictions by printers in each location.
Team Members: Gonzalo Alatorre, Creative Director
Yvone Hsu, Designer
Ben Regan, Designer
Katie Date, Designer