Citrrus has created a new brand identity and brand book in 2014. They have redesigned their logo to be more iconic and symbolic to define who they are as a company that specializes in mobile technology and innovation. Their colors of orange and white are meant to stand out and be memorable. They value a collaborative design process focused on user needs and business requirements to develop practical solutions through inquiry and analysis.

1. CITRRUS | BRAND BOOK | 1.0 2014
CHAPTER

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WHO ARE WE?
It's 2014 and we have a new brand
identity! Throughout our process of
rebranding, we've had to ask
ourselves fundamental questions
about who we are and why we exist.
So, what does Citrrus do? Why do we
do it? Why do we love it? How do we
want to be recognized? How are we
relevant in the world today? We want
our visual identity to be confident,
and flow freely though all parts of our
business. Integrating our visual
identity into each company element is
integral to our public perception and
the way we view ourselves. This year,
we've created a signature that we
love, a style and voice of our own.

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IDENTITY
We are mobile experts working on
the cutting edge of technology. We
are innovative and value exploration.
We strive for quality and excellence
in our execution. We believe that form
and function work together, and we
prioritize both equally. We are known
for our keen understanding of
business requirements and User
needs. We are proud of our iterative
and agile design + development
process. We are remembered for our
dedication and collaboration.

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VOICE
COMPREHENSIVE
ELOQUENT
ADEPT
INTREPID
TRANSPARENT
AMBITIOUS
DEVOTED
PERCEPTIVE
FAITHFUL
OPPORTUNISTIC
ADHERENT
RESOURCEFUL
TERSE
DEXTEROUS
HONED
EXPLORATIVE
INFLUENTIAL
DIE-HARD
CLEVER
GENUINE
INSPIRING
CURRENT
PRECISE
SAVVY
RELEVANT
UNAMBIGUOUS
ARTFUL
DEDICATED
DEVOTED
OPTIMISTIC
SPICY
STEADFAST
EXPRESSIVE
THOROUGH
UNMISTAKABLE
CONFIDENT
UNAFRAID
MINIMAL
TACTFUL
CUTTING-EDGE

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DESIGN
Our work is driven by our iterative, collaborative design and development process.
Our design is based on systematic inquiry and today's industry standards. We
develop a deeper understanding of design problems through comprehensive and
responsive methods of investigation and creative analysis. Through this process of
inquiry and critical thinking we are able to produce informed and practical solutions
to complex problems.

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Karl Gerstner, Designing Programmes
"To come to a problem’s solution, the designer must be able to describe and understand the problem."

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LOGO
A logo can be a solution to a complex problem. A logo can define, embody, and
command. Our new logo is iconic and symbolic. By looking at our logo, you will know
who we are and the principles on which we've built our foundation. Our new logo is
memorable, simple, timeless, distinct, and relevant.

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COLOR
Color can be subjective, and personal preference, experience, and culture may impact
how one perceives and reacts to our brand colors. Within the group of elements that
make up our visual identity, color and shape are perceptually different and stand out.
It's with color and shape that we hope one will most often gain a first impression of
our brand. Our tonic colors - orange and white - are a splash of personality, they are
unique and unforgettable.

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Van Dam, G., Peeck, J., Brinkerink, M., & Gorter, U. (1974). The isolation effect in free recall and
recognition. The American Journal of Psychology, 87(3), 497–504. https://doi.org/
10.2307/1421391
von Restorff, H. Über die Wirkung von Bereichsbildungen im Spurenfeld. Psychol. Forsch. 18,
299–342 (1933). https://doi.org/10.1007/BF02409636
English translation PDF: https://psychology.olemiss.edu/reed-hunt
The Von Restorff "Isolation" Effect
A psychological principle within the Gestalt framework that predicts the influence of stimuli on memory. Specifically,
when multiple homogeneous stimuli are presented, the stimulus that differs or stands out from the rest is more likely
to be remembered.

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CURRENT LOGO

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NEW ITERATIONS

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THANK YOU