The name: Black is taken from the idea of a black and white mood board, more specifically Black because of its deeper meaning within the context of Africa. The "Q" to represent unique identity of South Africa and that this Blaq is different and exclusive. "Q" shows attitude and confidence with the ability to change the way things are.
The logo: using various techniques to communicate essence of the brand. employing Darden Studio & Omnes Regular fonts. The "a" has been created from the 'd" that echoes the same form of the "b" and "q". The 'l" has been extended, to break the circular background. The black confines of the letters were broken and allows white and black to flow into each other representing the rainbow nation and post apartheid.
The catchphrase: "Beyond Labels. Absolute Quality" created with the Omnes Hairline font, it references existing labels in Africa and S.A and that the "blaq" brand surpasses these labels to show that we can produce 1st world quality.
Visual Language: Slick, high contrast with attitude, confidence, sans serif, post classic, more contemporary, exclusivity, beauty and elegance.
Zelé chose to silk screen the logo onto a ribbon to create a clothing tag which is attached to the business card and forms part of the business card. This tag is representative of clothing which is tactile and made from different materials, representing fashion. This is also echoed in the paper choice which is Rives, it has a similar texture to material. The letterhead has also been printed on Rives and echoes material, clothes, fashion and, therefore, the brand. A custom envelope has also been designed from a pattern using letters of the blaq logo. Invitations, packaging and clothing labels have all been designed to echo the material and tactile nature of fashion.
 |  |  |  |  |  |  |  |  |  |  |  |  |  |
