Contributed by Stellan Johansson, creative director in Sweden’s 1910 Design & Communication.
Senri approached us when they needed an identity and website that felt clean, timeless and straight-forward, in contrast to many others in the new wave of mobile software and game developers.
It was important for us that the logo had a solid look that also felt slightly futuristic, so we tried to capture this in each letter drawn with the characteristically cut corners. We also created the logo with signage in mind, and gave it slightly rounded corners primarily visible in larger scales.
We did not show the client any revisions of the logotype. Instead, we had a thorough discussion about how Senri wanted to present themselves and what style they wanted to go for. When everyone had a clear vision about the direction, we worked on it internally until we were satisfied with the look and feel, after which we presented it to Senri who immediately accepted it. The Senri brand doesn’t have a stand-alone symbol, because we believe the brand becomes stronger when the wordmark is the logotype. However, the Senri “S” can be used for social networks icons for Twitter etc.
For the website, the main priority was always to put Senri’s projects and content in focus. We created the digital presentations of all their applications and moved on to the photoshoot. Taking photographs of monitors and mobile devices is always a bit trickier than expected, so we spent quite some time on these to get them just right. Another thing worth mentioning is that we wanted these photos to have an unique setting, so for example Reebok’s running app was shot outdoors.
Additional interior shots of Senri’s studio were taken by the very talented Thomas Klingström. It was important for us that the photography style of their studio felt consistent with the rest of the identity.
In total, the project took approximately two weeks, including the printed materials, creating the website and project presentations, as well as shooting/editing photos.