THE CONCEPT
The Keyto visual identity was developed seeking to convey mainly sophistication, authority and efficiency. That is why the choice of elegant colors, which are perfectly associated with a brand that seeks to be a leader in the luxury market, with a clear emphasis on the “Persian Plum” color (a very striking wine tone), all brand communication was designed to transmit confidence and knowledge to the customer who has contact with the brand for the first time, making him feel from the first contact that he is dealing with an ethical, dedicated and objective brand.
The pattern of the brand is born from two important assumptions for the brand.: The first is empathy for the customer who, most of the time, is unaware of the peculiarities of the region and needs exclusive support throughout the process, from better understanding the region where the property is located. is inserted, whether it is a tourist, agricultural or industrial region for example, until the post-purchase process of regularizing citizenship for those who wish to obtain a visa card. The second premise referred to by the pattern is to understand how a person's or family's lifelong dream can be present in each purchase process, of making an investment in housing in beautiful European cities to spend more peaceful days with the family.
That's why the pattern adds both the symbology of the key also used in the brand's logo, as well as being arranged so that the 4 diamonds point to the same point, as being "north", to reach the desired property.
It is interesting to note that there are two possibilities for using the pattern, where one is more modern and conveys greater agility and the other is more classic and conveys more seriousness, the latter being even used in the brand's stationery seeking to convey greater refinement and authority. The pattern that works with orthogonal lines has a high symbolism of loyalty and commitment given the connection between the elements, thus transmitting the empathy that the brand seeks to have for customers who currently feel helpless when trying to understand the purchase process or the information needed to realize their dreams or their investments.
The logo, in turn, carries an absolutely minimalist essence of giving focus to the brand name, with good legibility, without the presence of a symbol unrelated to the name, but on the contrary, in the letter K of the name we insert a diamond-shaped element pointing to the north, offering our customers a sense of direction, at the same time that this element becomes the basis of the key created from the letter K, which is thus presented within the symbology of working with the customers' dream, in addition to the positive symbology of that the brand holds the key to knowledge, and opens special doors, in addition to the connection that the key offers to open a new life experience.
