De Toren: A Towering Achievement in Brand Identity

Myrthe Koppelaar's Award-Winning Design Marries Tradition and Innovation

Myrthe Koppelaar's design for De Toren, a cafeteria brand, is a departure from the usual industry standards. The logo, an abstract representation of the core product and the city church, is a testament to the client's high standards and quality. The geometric shapes form a shield, symbolizing the brand's commitment to excellence and quality.

The design process was meticulous and involved several brand sessions with the client. Koppelaar delved into the client's work processes, beliefs, and passion, and studied the competition and target market. The logo was designed in Adobe Illustrator, with Koppelaar creating up to a dozen variants to ensure the best option was selected. The design was aligned using the 'Rulers' and 'Transform Tool' in Illustrator, with certain dimensions repeated for visual harmony.

The brand identity design has a strong visual presence, both online and offline. It is prominently displayed in the cafeteria and on delivery vehicles, ensuring brand visibility throughout the customer journey. The design is not just aesthetically pleasing, but also functional, reinforcing the brand's identity and making it easily recognizable.

The project, which started in March 2019 and was launched in February 2020, was not without its challenges. One of the initial concerns was the company name, De Toren, which is oriented on the current location. This could potentially limit the business's expansion to new locations in the future. However, Koppelaar was able to address this concern and create a design that is not only unique but also adaptable to future changes.

The Silver A' Design Award is a testament to the design's creativity, technical excellence, and visual appeal. This award is given to designs that display outstanding expertise and innovation, and De Toren's brand identity design certainly fits the bill. With its unique geometric design and symbolism, it is a design that is sure to leave a lasting impression.