ABC Detergent

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Created by Mehmet Gozetlik

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ABC Detergent founded in 1972 (formerly Baser Kimya) to manufacture household chemicals for both domestic and international markets. Before the brand's 35th anniversary, the ABC brand team expected to create a more legible, contemporary brand identity approach for the next generations.

And we were fortunate enough to work for ABC detergent re-branding. 
The goal was to bring simplicity and elegance to the brand while still keeping the visual look of the existing ABC logo. The project was carried out collaboratively with Concept Istanbul, ABC's advertising agency.

The new logotype uses custom typography with little rounded corners, narrow construction, and free from all unnecessary cross movements to create a more legible experience. When we're crafting unique letterforms, we added generous spacing, which allows clarity at small sizes in the digital world. In the process, we have de-polished the logotype and gone flat. We looked at the construction of the logotype background, preserving its atomic feeling but making it more modern and straightforward. We reduced background complexity and the multi-color style. Good design is as little design as possible.

The biggest problem of the previous logo; No matter how big the logotype is used on the product, letters were small compared to other competing brand logos. (because of its complex construction and letterforms.) That's why we developed the new typography that can be used bigger in the same size.

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