Designed in England
Corporate Identity Portfolio
To me a corporate identity is the image projected by a company. It tells
a story to its audience about what the company does, how it does it and most
distinctively who are the founders, the engineers at the source. It explains
the philosophy and the original values for creating the business as well
its future ‘where the company is aiming to go’.
The graphics can be abstract or conceptual rather than literal although not
always but are put together in a language our conscience and sub-conscience
Pure Clean Waste Solutions Ltd
Based locally in Bredbury this environmental waste company expressed the need to update their
logo to differentiate themselves more clearly on the market. Best known as PCWS the name is
now prominent and consistent with the website which includes the online shop on www.pcws.co.uk.
The green colour was kept to permit a continuous transition between the known image and the new
identity. The fresh and dynamic round movement echoes the recycling symbol which is the essence
of the business. The orange highlights the professionalism and the expertise provided when
using Pure Clean.
Within its own set of guidelines the logo is repeated throughout the company materials, from
printed stationery such as business cards, invoices and fact sheets to vehicles graphics for
maximum impact on the road, often a missed opportunity as well as online.
Now for some technical stuff!
All the logos by Charme are designed with Illustrator using vector drawing (also
or strokes) which lead through locations called control points. Each of
these points has a
definite position on the x and y axes of the work plan.
Vector graphics are ideal for printing –
Since the graphics are made from a series of mathematical curves. It will print very crisply
even when resized, for instance a vector logo can be printed small on a business card
then enlarged to a billboard size and still keep the same crisp quality. In comparison
raster graphic on Photoshop would blur or pixelate excessively if it were
enlarged due to
its low resolution.
JB Deco Lighting Ltd
This logo symbolises the light rays in a rhythmic way. The company was set up in Manchester
a Chinese manufacturer to sell their lighting products in the UK. The logo conveys the identity
of a professional company hooked up on design and specialist in their industry.
The vivid colours were chosen to represent the high tech products as well as representing the
origin of the business. High tech lighting also comes with economical and environmental benefits
the green initials and the leaves convey this benefit in a subtile way.
Logo, graphics and layout
Mark & Co for app Betwars
Based in Paris this studio required a creative to create the visuals for their app’s idea.
The app encourages users to bet with friends about simple everyday events. Fun orientated
rather than for monetary gain the app was designed to be interactive and stimulating.
The logo shows the playful character as well as
the competitive aspect of the game which
only adds more fun.
‘Merci pour votre créativité et réactivité’
‘Thank your for your creativity and responsiveness’
Logo design and Naming
Joie de Vivre Holidays Ltd
The cockerel invites you to enjoy the relaxed and authentic countryside in the regions of
Provence, Languedoc-Roussillon and the Côte d’Azur in the South of France. The villas for
rent can accommodate anyone who fancies that je ne sais quoi in the sun. The warm
destination is personified with the Gallic rooster a symbol for France (dating back to the
collapse of the Roman Empire and the formation of Gaul.) It finds its origin in a play on
word on gallus (Latin for rooster) and Gallus (Gallic). “Cocorico !” (French for
“cock-a-doodle-doo”) is often used as an affirmation of French patriotism, usually in an
ironic manner. This symbol welcomes the savoir-vivre typically français, calm yet
jovial with festive traditions and embracing the local produce and artisanal savoir-faire.
Enjoy a return to the sources in this authentic setting.
The lavender colour and the olive green are most representative of the south region and the
red conveys its passionate character like the blood invigorating quality of life; The open
wings and light bouncy character hints to you to savour flavours on a plate, cheer your taste
buds at the local market or express your views at the café. Pure Joie de vivre for holidays.