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DavidJames.Africa

Brand · 2024 · DavidJames.Africa (freelance)

DavidJames.Africa came to me for a rebrand. The brief settled on three words, human, innovative and African, and the mark is built from all of them: a fingerprint, a ripple, and the outline of the continent in one shape.

The three ideas behind the mark: a fingerprint for human, a ripple for innovative, the outline of the continent for African
The finished mark embossed in gold on a deep teal card

I drew the logo as a full lockup, a wordmark and a set of submarks so it still holds at favicon size. Two typefaces, five colours.

The primary and secondary logo lockups in indigo on alabaster
The rest of the suite: favicon, wordmark, a DJA submark and a DAVIDJAMES.AFRICA submark
The palette: Indigo Dye and Alabaster as primaries, Harvest Gold and Dark Slate Grey as secondaries, with a grey tertiary
The type system: Open Sans for body, Libre Baskerville for headings
Stationery: business card, letterhead and an email signature on a phone

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