Initial sketch of the chosen concept

Re-branding process

Alco electronics marketing team approached studio Logoholik to prepare re-branding case study geared towards introducing new consumer electronics brand to target audience.

Thought process

By simplifying the ALCO lettering into geometric shapes we introduced the opportunity to use this 4 letter brand name both as logotype (phase 1) and logo mark (phase 2).

Logo definition

Phase 1 – Logotype and symbol is planned for initial release (2yrs) After that period phase 2 – geometric logo mark should take place across all branding channels.

Icon / Avatar

Long time ago, one of the main questions regarding legibility of newly created logo was “Does it fax?” Nowadays it’s “Does it avatar?” The point is that the logo needs to work in constrained (let say 32x32px) environments like app icons.

Brand pattern

Patterns create interest, texture, balance, and an extra special touch that flat colors just can’t give you. They support brand message and reinforce branding through consistency and recognizable elements.


Noto is a font family comprising over 100 individual fonts, which are together designed to cover all the scripts encoded in the Unicode standard.

Brand colors

Color plays an important role in every corporate identity program. The colors below are recommendations for various media. Consistent use of these colors will contribute to the cohesive and harmonious look of the Alco Electronics brand identity across all relevant media.