Katili Corp Logo

Brief

A modern, minimalist logo that also tells the history of a company founded through a student's hard work.

Solution

The mark is built on the golden ratio (1.618), so every angle and plane stays balanced — that is the "modern and minimalist". Its shape is a bag being dragged; behind it, a tail of wind forms a Fibonacci curve. The bag is the student; the curve is every struggle, turned into a beautiful stroke.

Enlarge image: Katili Corp logo explanation

The story in two shapes

The whole mark is one idea split into two parts: what the student carries, and the road behind them.

The spiral and the bag combined into one mark

Construction

"Minimalist" is easy to say and hard to defend. Here it is defended by one rule: every curve and proportion comes from the Fibonacci sequence, the whole-number approximation of 1 : 1.618.

Enlarge image: The Fibonacci squares and golden spiral behind the Katili Corp mark

1. 01

   Golden rectangle

   Squares of 1, 1, 2, 3, 5 and 8 tile a rectangle; a quarter-circle in each one draws the spiral — the wind behind the bag.

2. 02

   Circles for the bag

   Overlapping circles of related sizes define the bag's body, its opening and the knot on top.

3. 03

   One stroke weight

   Everything is drawn as a single monoline in teal, so the mark stays light and works as an outline at small sizes.

Golden-ratio grid used to draw the spiral

Circle construction of the bag

Color & type

• CopyTeal#2C9C92The mark and wordmark
• CopyCharcoal#27292AConstruction sheets and dark backgrounds

The wordmark KATILI CORP is set in thin geometric capitals that match the weight of the monoline mark, so logo and name read as one piece.

Enlarge image: Primary Katili Corp logo