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RoA

Trading

Signature of a Legacy

RoA Trading (previously Misale W/Sillasie General Trading) is a private company engaged in import/export, Wholesale & Retail, Real estate Business Services For Small to Large-scale Enterprises and Banks. Founded on an Ambitious Vision, the company is constructing a multipurpose building and the client wanted to take this opportunity to rebrand the company to the legacy he realized, The name of his late Mother Roman Assfaw shortened to RoA. I was asked to develop a logo mark that expresses the story while being flexible to accommodate the new structure of the company, RoA Trading, and RoA Multiplex.

Deliverables
Logo Design
Project type
Client work
Role
Designer, Creative Director

RoA

Trading

Deliverables
Logo Design
Project type
Client work
Role
Designer, Creative Director

Signature of a Legacy

RoA Trading (previously Misale W/Sillasie General Trading) is a private company engaged in import/export, Wholesale & Retail, Real estate Business Services For Small to Large-scale Enterprises and Banks. Founded on an Ambitious Vision, the company is constructing a multipurpose building and the client wanted to take this opportunity to rebrand the company to the legacy he realized, The name of his late Mother Roman Assfaw shortened to RoA. I was asked to develop a logo mark that expresses the story while being flexible to accommodate the new structure of the company, RoA Trading, and RoA Multiplex.

The Brand

RoA is a general trading company with a growing list of products and sectors in its portfolio, The Brand Values Quality, Integrity, and Professionalism on every Business Engagement. While the list of products keeps on expanding, at the core of the brand is how deeply it values roots and family. The name RoA is a shorthand for Roman Asfaw, the mother of the owner the building represents a milestone of planting the name + living the legacy.The Brand views its customers like family, this has powered it to create an ecosystem of happy clients and vendors who are reliably there for each other. The Rebrand was meant to build on top of the brand values + color from the previous brand. So the objective of the project was to create a transition that conveys the brand's roots both visually and story.The company currently focuses on Building a Multipurpose Building with a shopping mall and cinema built-in located near Jemo Michael.

The Edge

The Logo Mark is supposed to serve both the parent trading brand and the newest addition of a multiplex building which meant that the elements need to resonate to both market segments, be versatile enough to stay a recognizable mark on the various touch points, from shipping containers, building signage all the way to stamps and the digital media.It was an exciting challenge to be part of the project with such an awesome story and elegant constraints

The Approach

through the design exploration, the key concepts of legacy, integrity, quality intersected with the brand persona at the Idea of representing trust. and visually speaking a signature.

The idea is when we sign something we are saying it represents us....
it represents us enough... for the person on the other side can accept the SEAL as whatever value is assigned whether it be a prescription or a product. this lead to the decision of including a signature concept at the forefront of the concept options presented for the client's consideration. As per the brief the color blue was kept with adjustments such as giving it a well-defined, well-documented color pallet.

Flexible Pallet

The versatility of the logo was achieved by the combination of a minimal and friendly logomark accompanied by complementary shades of blue and complimentary heading typefaces to create a visual balance + feel of reliability. The Bodoni family serves as a primary typeface with its condensed weight complimenting the LAS VALLES typeface for the logo letter mark.
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