ESAS is a company focused on trading and distribution operations within refrigeration products, air conditioning, and heat pumps. Established for more than 10 years. ESAS approached me to create an identity design for them.
From the beginning they needed identity design done in the short-term. However, the company name was a problem. We came to a conclusion to merge full name into a monogram, that way it sounds better, becomes more memorable and maintains professionalism, while still having an explanation behind it (full company name - E-Sales and Service).
The goals of the project were to create modern, appealing and connected to the company values identity design, which translated into professional, corporate and calm style.
Logo is created with an idea of air comfort: our surroundings provide us comfort. The curvy line in the middle is air representation inside the pipe, also a wavy form of it makes it feel more comfortable.
Chosen typeface is Helvetica Neue, it is long-lasting and time proven to stand strong.