The logo
“Im” in green and “merge” in lilac, joined by a soft, fluid stroke: the merging shows in the lettering too.
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Project · Naming · Logo & identity
Immerge
How is a new brand born without breaking away from its parent?
01 · The challenge
A new branch, the same roots.
Impulso, a communication agency in Trentino, was opening a new division dedicated to organizing events. It needed an identity distinct from the main brand, but with a clear visual and conceptual link.
It was my thesis project, developed inside the agency together with two girls from the team.
02 · The name
It all starts with two letters.
IMPULSO
In English
03 · The logo
The circle inside the square.
- Squaring the CircleA sculpture that brings circle and square together in the same space: that's where it all started.
- The circleIt's the eye from the Impulso logo: continuity with the parent brand.
- The squareFour lines that cross and close a perimeter, like the first sketches of an architectural project.
- The eyeThe circle fills in and the eye opens, like in the Impulso logo: the space of the event.
- Immerge“Im” in green, “merge” in lilac, joined by a fluid stroke.
04 · The identity
A system that immerses you.
Green and lilac
Green recalls Trentino and physical space. Lilac represents people and relationships. A warm white and a cool black keep everything in balance.
Green#2A5C56
Lilac#A887F9
White#FCFDF9
Black#06110F
Two fonts
Poiret One has sharp corners but a round “o”: the same dialogue between circle and square as the logo. Montserrat Alternates for the word “factory”.
Primary font
Poiret One
ABCDEFGHIJKLM nopqrstuvwxyzSecondary font
Montserrat Alternates
ABCDEFGHIJKLM nopqrstuvwxyzBusiness cards
The gradient between green and lilac becomes the brand's surface: circle and square are recognizable even at small sizes.
In the city
Posters, banners and roll-ups for a sample event, The High Frequency: the brand hits the streets.
Gadgets and packaging
Stickers for boxes and decorative ribbons to customize packages: a simple idea for original offline communication.
On social
Instagram feed, posts and stories to tell the story of the events and what happens behind the scenes.
05 · The result
One name, a thousand events.
A modular identity, distinct from Impulso yet consistent with it, ready to grow with new events. The project became my diploma thesis in Graphic Design and Multichannel Communication.