Rebranding - Document Center

The redesigned brand belongs to Document Center, a family business that provides the neighbourhood printing and computer repair services, as well as the sale of stationary products. The shop is in a city near Madrid (Spain), in a busy working class neighbourhood close to the train station. The main target is the people who live nearby and are looking for an affordable and quick service. In addition, owners of small businesses established in the area who are looking for a place where advertisements can be printed are also frequent customers. The main goal is to update the previous old-fashioned logo by creating a new one which represents the services provided in a clean, simple and modern way. The logo will be completely renewed as the customers don’t link the previous one to the business because it hasn’t been used consistently. After analysing the image of the main competitors in the area, the conclusion has been to maintain the use of low iconicity logotypes and sans serif typefaces but discard the use of red as the brand colour as it’s already been used by all of the local competitors. The final design is composed by the interlaced initials of the shop’s name – “d” and “c” from Document Center. A pixelated typeface has been chosen for the letter “d”, in reference to the computer services provided in the business, while a round and kind sans serif has been chosen for the “c”. To include the concept of paper in the logo, a fold has been created in the letter “c”. The brand’s main colour is orange, which is often associated with technology and innovation while being warm at the same time. Black gives it good contrast and legibility. The two of them appear in the colour version – however, the logo has been designed to work perfectly in just black.