Atlas Retail Consultants
We designed Atlas’ original website several years ago. Back then, the client required a somewhat conservative self-presentation.
Recently, Atlas decided they wanted to alter their web image in accordance with a general change in self-presentation: less buttoned-down, more fashion-oriented, but still emphasising their international reach & the wealth of their experience in increasing the profits of the world’s largest retail brands. The aims of the company’s logo & the site’s redesign were thus to:
- Establish a fresh, airy, stylish look for the logo & website that wouldn’t go out of style quickly.
- Optimise the site’s content for search engine placement.
Corporate Identity Design: a Clean New Look
“Fashion” & “style” don’t mean the same thing: the first changes frequently with fads, while the second retains classic, balanced—if not timeless—elements. Accordingly, we stuck with style rather than fashion.
First of all, we changed their corporate colours from blue & orange to white & a more muted orange: this instantly made the result airier. Second, we stood the client’s logo—a globe—directly upon the stem of the ‘t’, to reconnect the idea that Atlas supports the world. Our use of the classic Helvetica UltraSlim font as a basis for the text instantly placed the client in the world of fashion: the font’s elegance is favoured in fashion magazines & advertisements.
Keeping it Clean: the Advantage of Minimalist Design
We went for a two-pronged approach for the website, providing first a clean, welcoming home page design with an equally clean, balanced design for content pages. The home page emphasises the client’s logo, as it closely complements the client’s message to their customers. In contrast, the content pages place the graphical elements out of the way in favour of the page’s message.
Information Design: Keeping What Works, Dropping What Doesn’t