Project: Fabrizio Van Marciano Re-Branding Project [Updated 2021]

I started FVM in 2015. Since then, our brand identity has undergone several revisions. Including the logo, icons, and general styling of this website and social media profiles.

In the early years of FVM, I spent considerable time experimenting with different design styles. I didn't have much in the way of a logo, to be honest. So it wasn't until 2017 that I came up with the original FVM logo, as shown below.

Shortly after, I was able to put together a complete branding kit for FVM, which included -

  • Icons
  • Favicon
  • Typography
  • Background colors
  • Image styling
  • Thumbnail styling

They say that creating the look of your brand is a lot of fun, but I can tell you that it's a lot harder than creating a brand identity for one of our clients.

Creating the look of Fabrizio Van Marciano's brand, until recently, has always been an ongoing process. But in 2017, Samantha and I decided that we needed something that would stick around for a long while. At least until now, in 2021, as of updating this project profile.

The old FVM logo, icons, had done us proud and allowed me to continue growing our creative business. But, in 2021, it was time for an overhaul.

Updating the FVM brand look and website in 2021

I didn't want to start from complete scratch with everything. For the most part, we were happy with the website layout and design. Some aspects of the content needed updating which we spent some time doing.

However, Samantha and I did decide that the logo, icons, background elements, colors could do with a refresh. We were not diverting too far from what we already had in place.

Originally, when we created the first logo for FVM, we dived into quite a bit of research. This included -

  1. Learning how color psychology in web design impacts conversions.
  2. Researching font styles, putting together a color pallet we liked.
  3. Experimenting with shapes and contours for the logo.
  4. Experimenting with background images, overlays, etc.

Redesigning The FVM Logo For 2021

The first step was to spend a few hours sketching out ideas for a new logo. I've been drawn to using sharp edges in my designs recently, but I've not used any of this on a personal project of mine. This was my opportunity. They say that design functions in terms of usage and context. Well, this was mine.

After some serious thoughts, so many ideas and concepts were thrown into my sketchbook. The one that stood out for me was a logo sketch that wasn't obvious at first. As I mentioned, I didn't want to stray too far from what the logo would mean, it would still have to spell out the initials of the FVM brand name, and so here's what we decided to use.

The new FVM logo fuses sharp triangle-based shapes and lines to complete the three letters 'FVM'. We love it and I hope you do too.

Experimenting With Color Palettes

Choosing the right colors for a brand is certainly a lot harder than it looks. We did a lot of research into color phycology and finding the right balance of tones to use when we created the original logo.

Staying with earthy tones, we chose two new colors to replace the orange, brown, and turquoise. This would help to simplify our brand identity.

The orange tones are still present in our logo and brand design as this signifies friendliness, cheerfulness, and confidence.

Marketing

After unveiling the new logo to our community on social media, it was ready to be shipped. We needed to -

  1. Replace the old logo on our website.
  2. Replace the old logo in our custom email signatures.
  3. Design and ordern new business cards.
  4. Redesign our social media cover art and graphics.
  5. Update our YouTube channel artwork and video thumbnails.

Creating a branding package for our web design business was certainly a fun experience, and there were many elements that we liked from our research and design concepts we created along the way. But, we felt that using something clean, bold, and unique was very important to us.

Need A Professional Branding Kit Or Logo For Your Website Or Business?

Guess what! We'd love the opportunity to create an awesome logo like this for your business or website, so get in touch with us here or schedule and quick 30-minute video/telephone call to chat about your ideas.

Go back to Portfolio.

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Let's Work Together

If you're looking for a modern, user-friendly, conversion-ready website, optimized for mobile, speed, and performance, then let's have a friendly chat about your ideas and goals.

- FABRIZIO VAN MARCIANO

Founder, Designer & Front-End Developer

- SAMANTHA VAN MARCIANO

Strategist, Operations & Marketing Director

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