Ledge
Visual identity
Ledge is a semi-online mentoring platform for students of any university anywhere. The platform is built on the idea of "having a Ledge" in the industry, and thriving in today's extremely competitive global job market. Due to the competitive landscape, it's important for students to find a mentor and gain vital industry experience to excel in their selected field of expertise. Ledge helps to connect those students with mentors and industry experts in coordination with their universities or other educational centers.
Logo explained
The Ledge logo consists of a sans-serif font with a styled "L" on the front of it. The unique "L" shape depicts a ledge or a cliff that symbolises advantage. The letter is also angled ( leaning forward) to give a sense of motion and constant progress (unlike actual cliffs that are static).The logo is able to communicate throughout print and digital media, due to its simplicity and it is easily recognizable. The logo is proportional and has repeating patterns for better recognisability that are further reinforced by the leaning "L" on the front of it. All of it combined represents the brand values as well as the student-mentor relationship in which there is always improvement forward.
Typography
The visual identity has a sans-serif typography that has 2 weights. The chosen typeface is BDO Grotesk, it is simple and modern and it can easily convey information and meaning while working well on both digital and traditional print. The brand's personality and tone further embolden the typography. The typeface has 7 font weights, but regular and extra bold are the ones used 90% of the time because in relation to each other they don't have too much contrast with each other, which shows the brands' rationality. The header and subheader are extra bold with differences in points, while paragraphs and loads are regular.
Colours
The vibrant and contrasting colours represent the brand's modernity and online accessibility while still trying to show a hint of traditional study with the pale sandi-ish colour that leans towards a paper texture. Digital brands commonly use blue, purple and cyan to express their futuristic ambitions and innovation. Ledge in this case does not fully follow that trend because its users mostly take online digital classes/courses but still expose themselves to traditional ways of study and mentorship.
Idea refinement
The idea of a text bubble comes from the "L" symbol outline. The text bubble has a ledge that is flexible and, by that, welcoming and nondiscriminatory to anyone. The messaging bubbles can have a student-mentor or a future student- mentor relationship. The text bubbles are convenient for any medium and can be used anywhere. Images and text can go either way depending on the message that is trying to be conveyed to either potential students or already existing students or mentors.
