APE Alternative

The APE brand needed to apply well to a wide variety of situations, but immediate uses were required on a business card as well as a window decal.

The business card had to be professional and legible while presenting the "adventure" and "freedom" underpinnings of the brand. The subtle starburst pattern on the back of the card, reminiscent of the full-colour treatment of the logo mark, exudes the "freedom" message, while the subtle fractal pattern on the front separating the mark and personal details adds movement and visual interest while being evocative of forking paths on an adventure.

A simple white decal was chosen for the front office window both for maximum legibility from the street, as well as budget considerations.