Etude Digital · CLIENT: BTY Group
BTY Brand Identity is a logo and applications program created for BTY Group. The logomark is an analytical and mathematical interpretation of the moment a gennaker sail is deployed. The design also refers to the disruption that the gennaker sail brought to sailboat racing. The mark represents a future in which people lead technology. Over 300 pencil sketches preceded refinement in digital media until the intended geometry was reached. Black is the main colour, supported by bright colours. The black and white form allows easy reproduction on many substrates.
Press Kit
- 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.
- 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.
- 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. - Patents
- © Etude.Digital, 2022
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