WK 8 • February 2021
Foliot™ Brand
Brand Identity
A typeface can often be the most simple rendition of a brand. It forms the textual basis by which a company's visual identity is communicated and henceforth provides the most minimalistic interpretation of its icon. This brand demonstrates this simplicity by incorporating a robust serif font, Rokkit, as both a logotype and icon. Foliot is a french word pertaining to a part used in early clocks, specifically a verge escapement that controls the rate at which a clock moves. The meaning of this word inspired me to thus create an identity for a watch company. The ethos of this identity is simplicity, and therefore, I used a black-white color scheme, which ensured maximum contrast and readability across any medium.