Kongo Crew | Logo design | Brand ID | 2023
Kongo Crew is a company that operates and manages TV sets.
The goal of the visual identity was to maintain simplicity but to still project a positive, friendly look – something that would visually distinguish them from competitors in the existing Polish market.
fun
loyal
professional
good energy
The concept of using a monkey for the icon originated from the company’s owner, who developed an association with that animal after years in the industry.
What is iconic here, especially in the TV industry, is the headset typically worn by TV set operators.
The logo creates a friendly and approachable feeling, mirroring how the brand should resonate with its customers. The use of rounder shapes further enhances this friendly look.
Competitors’ logos.
The initial logo sketches primarily featured a full-body monkey character.
As the project progressed, we decided to shift the focus to the monkey's face, establishing a stronger emotional connection with the viewer.
The final, albeit very rough, sketch served as the foundation for the ultimate logo.
A few sample pages from the brand book.
While the project involved creating a limited number of assets, as per the client's specifications, the positive reception of the T-shirts at one of the largest Polish music festivals confirmed that the design is effective and stands out from the crowd.
