Elements of our identity
kZoomi, as a brand, consists of distinctive aspects which try to generate a response in the viewer’s mind. Two of those key elements are naming and logo.
Naming
Letter K:
K is an uncommon letter in Spanish, but because of that, its sound grabs our attention. Human brain looks for what is different, it likes distinctive things. Therefore, words which begin with K trigger a special reaction in our brain.
Zoom:
The word zoom focuses our attention. It acts cohesively inside the composition. That is why the two “o” are placed in the middle, like eyes which are staring at the person.
Letter i:
Letter i gives a termination and brings the set closer to an Asian sonority, especially to a Japanese one. Furthermore, part of our philosophy is based on Kaizen, a Japanese way of thinking and behaving.
In Japanese, Kaizen means “good change” or “improvement”, and in productivity circles is known as “constant improvement to reach full quality”. It is an attitude associated to the fact that each day we have the opportunity to improve our lives. We think is a concept which reflects perfectly our goal, since as well as our products, Kaizen claims that a series of continual and specific improvements are more effective than just an abrupt change. In addition, the term also contains the sounds “k” and “z”, just like our name does.
Colors:
The colors chosen for the font were orange and grey. On the one hand, orange adds freshness and contrast, injecting life and vitality to the brand. On the other hand, grey acts as a binder. It expresses creativity, while at the same time it highlights the warm color and strengthens the rest of the composition.
Claim:
"Swimming System" is a message which helps to fit the brand in the market. Besides that, the word “system” is not casual, since brand and products work as a set of elements and factors that come together to accomplish a mutual objective.
Logo
Our logo takes inspiration from Leonardo da Vinci’s Vitruvian Man, but it is represented in its simplest form. Given that the brand dedicates its work to the swimming world, the way in which the man is situated symbolizes the movements of a breaststroke swimmer seen from below. Finally, a circle closes the structure, giving cohesion and presence.
As well as all our products, kZoomi’s logo has been designed based on The Golden Ratio. Thanks to that, each part adds its essence in a synergistic way.
J. Bonal Pedrón