The new Kemflo logoform was designed in a bilingual format with “Kunn-Foo-Le” in simplified Chinese conjoined with “Kemflo” in English. “Kemflo” is rendered in full-bodied Bauhaus 93 font that is visually smooth and fluid and conveys movement, friendliness, and durability. “Kunn-Foo-Le” is reversed out in Pantone 1805c. It means “Healthy, wealthy, happy” and has important cultural significance to Chinese consumers.
We also incorporated a water drop element inside of the “O” at the end of the “Kemflo” word block. This represents captured and filtered water and plugs back into Kemflo’s core business of consumer grade water filtration. The water drop “O” has the flexibility of becoming an independent icon and can be used as shorthand for the Kemflo brand.
Another primary 2D element is an amorphous and intersecting Wave Pattern. Fundamentally implying the ebb, flow, and turbulence of water, the Wave Pattern graphic can be used as an accent to add excitement and interest to the basic black, white, and silver metallic Kemflo color family. It can be scaled, stretched, and applied to 2D collateral such as trade show posters, retail display signage, product cartons, and as a packaging detail. By constraining and simplifying the 2D brand language with the “Clean and Clear” design philosophy, the Wave Pattern instantly conveys movement and beauty to any surface that it’s applied to.
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