Identity Designed is a showcase of brand identity projects from around the world.

Bosphorus

Contributed by New Zealand-born graphic designer Mike Collinge.

Bosphorus identity

Bosphorus is a business consultancy specialising in customer experience, human resources, IT and small business management with the aim of helping companies become more sustainable, efficient and ultimately profitable.

Bosphorus is named after the stretch of water running through the middle of Istanbul dividing Europe from Asia. Roughly translated, it describes an ox fording a river. A bous (bos) is Greek for ox, and poros (phorus) means to ford or to ferry.

The brief was to create an identity that was friendly, approachable, down-to-earth and pragmatic. A brand that was less “suits and ties” and more your local friendly café. In a sense, somewhere you could go for good simple advice without all the jargon. It also needed to feel at home in an online space given that Bosphorus would have a strong online presense. The Ox was the ideal symbol and solution to personify these values and create the right attitude for the brand. A simple, playful, yet elegant character was devised and from this stemmed the overall brand expression.

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

The brand toolkit features a reduced colour palette with turquoise as a distinctive primary colour. The tone of voice is plain-speaking and warm complemented by the use of LL Brown (available from lineto.com) for modernity and warmth with Tiempos providing the more professional tone. Overall a modern, bright and differentiated brand identity that stands out with personality and hint of playfulness.

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

Bosphorus identity

You can view more design work in Mike’s portfolio. Follow Mike Collinge on Twitter.

8 appreciated remarks about “Bosphorus”

  1. Epic! Love this – really well carried through across all the stationery and applications. There don’t seem to be many initial sketches but I imagine they’ve been condensed to fit into the case study. I know I tend to have pages and pages of them, especially if it’s an illustrated marque like this.

    Love the colour and type too. Nice.

  2. I love it ! This just screams “clean, fresh and friendly”. I’m very fond of the logo and the color combination as well, great choices.

    After seeing the icons and the sample web page I was curious to check out the actual site, which is a huge let-down; especially considering all the work that’s gone into the branding. It doesn’t do the designer justice at all unfortunately.

  3. Love this too. They took a cute and fun concept and made it feel very professional and elegant.

  4. That’s lovely.

    The thought behind the brand, the colour scheme, the icons, and the logo are all brilliant. Those business cards are beautiful.

    Then there’s the website. Oh.

    I was expecting the mock-up (above) which, like everything else, looks great. The real website is awfully grey – literally – in comparison. Why not use those lovely icons? Why use that yellow? I immediately thought of those awful BUY NOW! websites that make you scroll down through awful headlines highlighted in red and yellow until you lose the will to live. It’s nowhere near that bad, of course, but it’s not something I’d want to remind people of.

    All in all, a wonderful piece of work by the designer, and a (slightly) missed opportunity by the company. Change the yellow to turquoise, use the icons, and add a bit of contrast. I’d also go for the 2D ox rather than the 3D one.

  5. Great work!

    Minor quibble: On the car the colored triangle is given more prominence than in the brand development above. I was a little surprised by this.

  6. They should’ve had you do their identity… http://www.bosphoruscymbals.com.tr/

  7. A couple of answers to the questions / comments posted here earlier.

    Firstly, Mike was outstanding and did a brilliant job. Perhaps we should have taken more of his advice for the website?

    Anyway, the coloured triangle on the car – it was actually first presented on the back of the compliments slips and early iterations of the case studies. So, while it wasn’t shown anywhere until the car, it is certainly in the overall branding.

    As for the website – well, we really liked what Mike did, but we also had a few ideas too. Did it work out, we think… almost. We’ve had plenty of praise for the website, not designers, but clients and prospects – but I take your points. It is rather dull, deliberately and the yellow does stand out, as it’s meant to. Richard Knobbs, congratulations on the new arrival and thanks for the hints about the website – I might just see if I can make them work. Oh, and I love your website too otherwise I wouldn’t have thought much of your advice.

    I really appreciate the feedback and Mike’s done a brilliant job. My favourite part of the branding has to be the business cards. Foil blocked brilliance. They’re pricey, but worth every pound / dollar / euro.

    Cheers – Steve

  8. Steve,

    Very good of you to share your thoughts and thanks for the message – much appreciated!

    Richard

What do you think?

Comments may be edited or deleted if the moderator doesn't like the cut of your jib (quite unlikely).