Dammie van’t Zelfde has more than 10 years of experience as a copywriter. He is a Search Engine Optimization (SEO) expert and Facebook Advertising specialist. In 2019, Dammie founded his own company providing these services. He and Mr. Upside know each other from his job and my Freelance UX/UI Design projects at KPN, one of the largest telecom providers in the Netherlands.
Brand Identity Design
How do you combine three different, relatively abstract services in one brand identity? When we spoke about designing a new brand identity for his business, Dammie, like many fresh entrepreneurs, did not yet have a clear idea of what the visual communication of his brand should look like.
Firstly, various in-depth discussions were held. A number of unique character traits (business wise and personal) quickly emerged from those conversations. Dammie is still the only staff member. Therefor, business and personal characteristics merge. That is why we also incorporated a number of personal characteristics in the creative process.
Dammie is a true word artist. With an excellent sense of language. He was once the inventor of this legendary slogan of a Dutch candy brand: “Redband, als je voor pret bent!”. Which translates (terribly) to English as ‘Redband, if you like to have fun’’. To this day, the slogan is still used by Redband.
Because words and language are a major part of Dammie’s services, Mr. Upside designed a logo in which typography plays an important role. So important even that the wordmark, apart from the brand mark, also had to be able to communicate its core values.
More attention has therefore been paid to the development of a word mark. Some proposals emphasised Dammie’s experience of writing, through the use of classic typefaces. Other fonts did exactly the opposite and placed more emphasis on contemporary (web) technology.
Ultimately we decided to communicate the creative concept of ‘writing’ through a typewriter font. Especially because typewriters are hardly used anymore, Dammie’s many years of experience as a copywriter are appropriately represented.
People around Dammie characterise him as funny and full of humor. That positive attitude, Dammie’s humor and even healthy self-mockery, had to be reflected in the logo. With a twist. Not too serious or too businesslike.
Mr. Upside advised Dammie to set up a Pinterest board for this project. From it, it immediately became clear that Dammie had to become a colorful brand. A brand that demands attention in a friendly manner.
Because of the combination of the ‘language’ and “colorful’ core values, the creative strategy briefly touched on the concept of “graffiti”. Graffiti is all about seeking attention. Just like SEO. Graffiti is actually the advertising of brands. It’s about being found with tags. With language. And, within the graffiti scene, brands are actually being built.
He has a good sense of trends. But he is not very docile at the same time. Even a bit rebellious, in a positive way. That somewhat autonomous attitude was translated in a logo that does things differently. For example, by aligning the logo to the right as much as possible. And, by not committing to one specific color in the logo. But by having the colors around the logo determine the appearance.
Although the logo and a color scheme have been developed, all other house style elements such as printed matter and website are still under development. Check out the Soon Online website Mr. Upside developed to contact Dammie.