Contributed by Anna Castro on behalf of Valencia-based CuldeSac™.

Meetizer visual identity

Meetizer is a Spanish tech startup founded on 12/12/12 in Valencia and financed through private investment by business angels. Pablo Martín Lozano, the company’s CEO, says Meetizer is “the best option for discovering interesting people all around you and organizing spontaneous plans with your friends or with strangers and acquaintances around you.”

The creative team at CuldeSac, headed by Xavi Sempere and Juan Poveda, developed the corporate image and digital branding, including the logo and graphic code (icons and pictograms).

Meetizer visual identity

Meetizer visual identity

The work revolves around the metaphor of the “intersection,” which explains the essence of the product — people with a desire to communicate with each other — while at the same time referencing the M in Meetizer.

Meetizer visual identity

This process is supported by two key concepts: dynamic brand and sound logo, which make the brand more memorable and capitalise upon the possibilities of the digital environment in which the company has a presence.

The expressiveness and personality of the identity connects the firm emotionally with the users and increases the brand’s notoriety and memorability. Meetizer’s pictograms are made with simple lines, curves and rounded edges, achieving greater visibility and a friendly, dynamic and fresh appearance.

Meetizer visual identity

Meetizer visual identity

Meetizer visual identity

The meaning behind the Meetizer identity includes a 10 point manifesto, illustrated in a series of graphic pieces.

Meetizer visual identity

“Two people who meet and explain their ideas, hobbies or interests to each other, find common ground and set out on a new path filled with opportunities.”

Meetizer visual identity

CuldeSac elsewhere on Identity Designed: Aranleón Blés.

View more identity work on the CuldeSac website. Follow CuldeSac on Twitter.

10 responses

  1. The logo and the icons are a good fit for the geometric aesthetics of modern mobile devices (iOS, Android, Windows 8 Phone). The posters, on the other hand, exhibit a somewhat postmodern look of layers, lines, stark contrasts, and a mixture of fonts. Apart from the logo at the bottom, I would not identfy the posters as part of the brand. (The posters are hard to read, by the way.) What is the rationale behind this? The brand appears to exhibit a split personality of sleek/modern and post-modern/hip.

  2. What I liked about the posters was exactly the mix of fonts and the smart use of gradient. It’s a beautiful graphic piece (despite the fact I agree it could be more related to the brand). We are now too used to the “minimalistic design”, and I think this approach at least breaks this.

  3. Hi Christian, I mentioned your question to CuldeSac and I’ve pasted their reply below.

    “This project involved the development of the brand and, in a timely manner, a small campaign referring to the 10-point manifesto.

    “The artwork responds to an approach which is near to “quotes” that are popular on social networks and which are often fresh and spontaneous.

    “For this reason, CuldeSac decided to take the liberty of using a different style of graphic, posing a fresh and dynamic message.”

  4. I agree with Christian in that the brand as a whole looks a little unbalanced.

    The date 12/12/12 is pointed out, but there’s no explanation of any significance, if there is any. I’m also not really sure what the point of the application is (although I’m guessing that’s just me). The talk of “humanizing humanity” on the website seems vaguely creepy, and the copy could do with tidying up as it’s succinct in places but long and vague in others, which adds to the unbalanced feel.

    Then there’s the manifesto which seems to be stretching the “it’s nice to meet people and share things” a bit too much. There are also a few spelling and grammar mistakes, which should have been corrected.

    I don’t like to be harsh, but these inconsistencies and details could damage the brand. In terms of the visuals, they’re nice but they don’t exactly grab me. Is there a reason blue and orange were chosen? Were any other concepts discussed?

  5. David, thanks for passing on my remarks. I now realize that the colors on the posters correspond with colors in the logo except for the purple. So, there is some connection that I initially had missed. I would also conceed that logo and poster not necessarily have to match in style but I would argue that these kind of surprises work best for established brands that want to break out of a mold.

  6. Considering that the logo and brand idea revolve around the metaphor of intersections I would have thought that the purple would be the focal colour and the teal and orange accents.

  7. I really like this brand. I should. I did nearly exactly the same logo design and brand idea for a friend’s staging business a year ago. I hate when that happens, though.

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