DESIGN REPORT: MIDNITE OIL

Company Name:  Midnite Oil Company Limited
Address: 5/38 Sukhumvit 38, Phrakhanong, Klongtoey, Bangkok 10110, Thailand
Tel: +662 381 9802, +662 381 9803 Fax: +662 713 5559
E-mail: info @ midniteoil.co.th (remove spaces)
Website: http://www.midniteoil.co.th/
Established: 1993
Type of Business: Branding/Advertising Agency
  - Full service branding
  - Naming
  - Corporate Identity
  - Advertising
  - Packaging
  - Point of Purchase materials
  - Website
  - Search Engine Advertising


Creative Brief

When the Midnite Oil Agency celebrated its 10th anniversary, it was determined that the logo was too common and out-of-date. The design team set out to find an innovative solution in designing a trendier logo. The original logo displayed a black drop of lamp oil with turquoise lightning in the shape of the letter M. The approach was already overused and the turquoise color did not express enough energy. The logo gave the firm an old fashioned impression and lacked a proactive or energetic. The new logo and branding design required a symbol to show the design firm as trendy, dynamic and energetic, yet with a trustworthy business look that would inspire confidence as the firm expanded its presence in the international corporate community.

The design team agreed that the logo would need to retain the drop of oil incorporated with the letter M. The challenge was the oil drop represented by a typical black drop of liquid in the graphics, which had already been used in the previous design. It was necessary to find a new way to design the graphic that represented the oil and give it a more lively and energetic look. It would require a 3D feeling without an overly scientific or high tech appearance. Obviously, it would need to pass the basic qualifiers of being easily adaptable to printing in one color applications and being recognizable even when reduced and placed in front of a website URL.

Inspired by the phrase “burning the midnight oil”, the design team imagined the random splattering of oil drops during a frenzied night of artistic creativity. The resulting graphics consisted of two varied size black circles, one overlapping the other. The thickness and gloss of the oil reflected the company monogram, the
letter “M” for Midnite Oil.

In designing the reflection of the letter M, the team was determined to avoid the traditional use of a narrow highlight, in strip form placed at one side of the circle but this created a genuine challenge to craft a highlight that resembled the letter M. In the end a new reflection was used by placing the letter M at the center of the oil drop and distorted in Adobe Photoshop. With this approach, the M was not only integrated into the oil neatly but also made the 2D oil drops appear in 3D. Orange was chosen for the M as it represents power, energy, and a readiness for action. With these approaches the new logo satisfied all the initial design objectives. To complement the logo, a design motif of splattered oil drops was created to be incorporated in all media items.

As the company considers its business card as crucial in influencing the first impression of prospective clients it was the media piece chosen for top priority after the logo was finished. Observing that the majority of design firms print their cards in solid fancy colors, or use various accenting techniques to draw attention to their cards, focus was given to fashioning something distinct. Using classic white cards to maintain a trustworthy impression that would be presentable to all ranks and types of business professionals, the challenge once again, was how to make a simple white card project this image, yet still evoke a passion for creativity.

Keeping a simple layout on the front and “splattering” drops of oil across the back achieved the desired effect. The concept was carried throughout the design work on the remaining media items, including an animated e-card, that was used as promotion for the new logo as well. Since the design motif was similar to the spotted pattern on many famous dogs and the Chinese New Year was about to ring in the Year of the Dog, an animated puppy was used to symbolize Midnite Oil carrying a “gift box” and seasons greetings to each client.


Project Team

Art Director & Designer:        Mongkolsri  Janjarasskul
Illustrator & Animator:        Danai Tanee


Design Executions:

Logo




Stationery





Promotional CD Set




Holiday E-Card




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