Brand Identity Design
Prepared for
Sophart
Project Type
Brand Identity Design
Scope
8 Product Icons
Date
Aug, 2021
Objective
Craft a clear, trustworthy, and modern brand identity for Sophart _ a smart home and security systems installation service based in Los Angeles _ that visually communicates safety, innovation, and ease of use.
Project Overview
Sophart, headquartered in Los Angeles, offers installation and setup of smart systems, including home security, surveillance, and automation tools. As a growing company in California’s competitive tech-installation market, they needed a brand that could be applied consistently across digital and physical touchpoints _ from mobile apps to van wraps.
The main challenge was developing a brand that stood out in a crowded tech-security space while remaining intuitive and approachable to homeowners unfamiliar with smart tech. The identity had to balance a sense of security with friendliness _ without appearing overly corporate or intimidating.
I created a scalable brand system built around three primary elements:
A logomark representing a smart-connected home (house + Wi-Fi symbol)
A flexible logo system with vertical and horizontal lockups
A minimal, tech-forward color palette (lavender, white, and charcoal)
Strict usage guidelines were also established to ensure visual consistency across various media formats, including app icons, uniforms, printed flyers, and social content.
Solution Details
Main Logo: A simplified house merged with a Wi-Fi signal conveys “smart home” at first glance.
App Icon: A clean, bold logomark optimized for small screens and digital presence.
Graphic Assets: Usage rules, color contrasts, negative space, and safe zones defined to ensure cohesive brand application across all materials.
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Outcome
The result is a visually striking yet trustworthy identity that enhances Sophart’s credibility and recall. The icon is easily recognizable across digital platforms, while the vibrant yet professional palette makes the brand both engaging and modern. The system allows future scalability across product lines or franchise growth _ all rooted in the brand’s Los Angeles-based identity.
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