Visual brand identity design
Gemart are a team of highly experienced professionals providing high-quality technical advice and services on environmental, geotechnical and waste management projects across New Zealand. Whilst Gemart works with clients to assist them manage their environmental and engineering challenges, they are also committed to sustainable business practices within their own company.
Studio Nine has been asked to design their new brand identity. The identity is part of a comprehensive system that includes; logo, typography, colour, graphic language, motion and photo art direction, and environmental icons.
With the new identity, Gemart wanted to set itself apart from other engineering companies by emphasising its sustainability and accessibility―the branding had to be relatable and work everywhere. Gemart clients are mainly government departments and architectural practices.
The Gemart wordmark is bold, simple and modern. The arrow icon instantly conveys how Gemart helps its clients; they apply multi-disciplinary teams to provide a cohesive approach and innovative solutions.
The primary typeface is Basis Grotesque Pro. Basis Grotesque is a sans-serif typeface designed by Anthony Sheret which is a nod to their contemporary approach. It is also easy to read on both mobile devices and print.
The identity also introduces a more refined color palette. Green has traditionally been part of the Gemart brand, signifying growth and their environmental background, and setting the company apart from the blue and navy within the category. The new Gemart green combines well with a dark green background.