BTY Brand Identity

Logo and Applications

BTY’s new logomark is a unique and innovative design that sets it apart from other brand identities. Inspired by the moment a Gennaker Sail is deployed, it captures the excitement and energy of sailboat racing. The logomark symbolizes the disruption that Gennaker sails brought to the racing world, allowing boats to achieve unprecedented speeds.

What makes this design special is its analytical and mathematical interpretation of the Gennaker Sail deployment. The designers at Etude Digital meticulously crafted over 300 sketches in pencil before refining the design in electronic media. The result is a logomark that perfectly captures the essence of the sail's deployment.

BTY's brand identity is built using black as the main color, which gives it a sleek and sophisticated look. The use of bright and vivid colors as supporting elements adds a touch of vibrancy and makes the design stand out in an industry dominated by muted colors.

The logo's versatility is another strength of this design. By being designed in black and white, it can be implemented on various substrates and adapted to different color schemes, making it suitable for diverse cultural contexts. It also ensures that the logo can be easily reproduced regardless of any technical restrictions by printers in each location.

The BTY brand identity project is an ongoing endeavor. The new brand identity was launched in January, and various brand touchpoints are still under development. For example, the revised website is not yet complete. The rollout of this brand identity spans across four continents, highlighting its global reach and impact.

The design of BTY's brand identity is rooted in extensive research. The company's focus on pushing the built environment forward through viable projects that create sustainable communities is the driving force behind the design. BTY believes in the power of real intelligence and human capital to shape the communities of the future. As a catalyst for progress and innovation, BTY provides the critical intelligence needed to transform the built environment for the betterment of people, the planet, and collective prosperity.

This exceptional design has been recognized with the prestigious A' Design Award. It received the Bronze A' Graphics, Illustration, and Visual Communication Design Award in 2022. This award celebrates designs that exhibit strong technical and creative skills, contributing to improvements in quality of life and making the world a better place.

© Etude.Digital, 2022