The start­ing point is a de­sign com­pa­ny which de­vel­ops vi­su­al mes­sag­ing and sys­tems based on an un­der­s­tand­ing of peo­ple, busi­ness, cur­rent trends and tech­nolo­gies. The com­pa­ny fo­cus­es on the com­mu­ni­ca­tion qual­i­ties of its so­lu­tions us­ing semi­otics, com­mu­ni­ca­tion the­o­ry and lin­guis­tics.

The chal­lenge is to del­i­cate­ly high­light the com­pa­ny’s spe­cial­iza­tion and em­pha­size its ap­proach.


The so­lu­tion is mul­ti-lay­ered in terms of mean­ings and in­ter­pre­ta­tion, and is based on the “VC” mono­gram that al­so an eye. The sym­bol of an eye com­bined with the word “vi­su­al” refers to the com­pa­ny’s spe­cial­iza­tion in vi­su­al so­lu­tions.

The con­struc­tion com­posed of the name «vi­su­al code», the eye sym­bol, a vi­su­al cone and the ob­ject within it hints at the pro­cess of hu­man per­cep­tion and its de­cod­ing of a vi­su­al mes­sage.

The ac­com­pa­ny­ing graph­ics ex­press the idea of mes­sages com­pet­ing for hu­man at­ten­tion and re­call, while the char­ac­ter refers to the com­pa­ny’s spe­cial­iza­tion.




Professional Services


December 2019


3 Month


  • Market research
  • Competitive audit
  • Brand personality
  • Core messages
  • Visual mood
  • System structure
  • System elements