ATLAS: Move Beyond
ATLAS is a brand identity I developed at Montserrat, where I chose to reimagine Subaru into a new company.
ATLAS serves as a vehicle and automotive parts manufacturer, dedicated to making the automotive world more eco-friendly and accessible, with a strong commitment to sustainability and affordability in mind.
The ATLAS Journey
I carefully designed ATLAS, from the logo to color choices. The logo underwent several revisions before I found one that represented ATLAS well. I aimed for a design that illustrated the peak concept associated with an atlas. The final logo is simple yet effective, featuring the name and a star in the center of the “A.”
I created taglines to convey a futuristic vision and dynamic movement, central to the logo. I chose “move beyond” to reflect ATLAS's forward-thinking spirit.
Sketches of the logo
final design
Next, I needed to decide on the color palette for the project. Since ATLAS has a strong name, I felt it was important to choose colors that matched that strength. I initially thought about using a shade of blue, which seemed like a good start. I looked through the Pantone colors to find the right blue that captured what I wanted. Familiar with the Pantone book, I knew it was the best resource for color choices.
I aimed to find a blue that was eye-catching and conveyed eco-friendliness and affordability.
The project ended with designing the stationery for ATLAS. My teacher brought in a professional from a paper company to teach us about choosing and designing paper. One paper sample had a stunning print on it, with a deep color on the back that matched the front and the logo. I loved this idea and wanted to use it in my design.
I also thought each item needed a pattern for a unified look, so I created a star pattern to go along with the star in the logo's "A". Additionally, I designed a small box for bolts that reflected the brand's overall idea. After choosing the pattern and colors, the stationery came together beautifully.
