Evident Visual Identity
SHAPE: The primary shape used in the “Evident” Visual identity is three circles connected by line segments. This shape implies various meanings, but significantly to Evident’s business it represents a molecule, or three united magnifying glasses. These two symbols embody Evident’s investigative business and involvement in advanced forensic technologies.
COLOR: The Evident Visual Identity consists of two colours, olive green and a dark grey. Green has long been associated with nature or growth. Green is also linked with trustworthiness. The neutral tone of grey is still a psychological presence that imparts a message of dependability. This neutral tone is often associated with time, antiquity and durability. Grey is seen as solid and timeless. As a grey approaches black, it begins to take on a black’s power and presence. But Charcoal grey is never as threatening or overpowering as total black can be.
TYPE: The Evident Font was developed by Hal Schrenk. The smooth round nature of the type face is reminiscent of Bauhaus. Probably the most famous Bauhaus type of them all, ITC Bauhaus, designed by Ed Benguiat and Victor Caruso in 1975, illustrated the simple, direct, geometric look of an art movement that defined the look of an era. The open repeated “e’s” illustrate Evident’s ability to fill in the blanks or solve the problem.