Visual Identity for a Best Workplace Competition
Logo, visual system, and social media templates
Focus:
- Brand Identity
- Logo Design
- Logo Manual
- Iconography
- Social Media Templates
For Office roka, a competition organised by CBRE, I created a new visual identity - from the initial concept and final logo to the logo manual, category icon system, and editable social media templates.
Office roka recognises inspiring workspaces and presents high-quality office environments from different perspectives. The identity therefore needed to respect the visual umbrella of CBRE while also functioning independently as a recognisable competition brand.
The goal of the redesign was to create a more modern and flexible visual system that could be used consistently throughout the communication of the entire edition.
A new identity for each edition
Office roka used a different visual style in previous editions. My task was to create a new direction that would feel modern, clearly connect to the CBRE brand, and remain flexible enough for different types of content.
The goal was not to design a standalone logo only. The identity needed to work as a system - from the core symbol and competition categories to practical templates that the internal team could continue using independently.
The goal was not to design a standalone logo only. The identity needed to work as a system - from the core symbol and competition categories to practical templates that the internal team could continue using independently.
Exploring the right direction
Before selecting the final solution, I prepared several conceptual directions based on different meanings and visual principles.
The individual concepts explored themes such as the office environment, movement, space, evaluation, and the prestige of the competition. The aim was to find a symbol that would not function merely as a logo, but could be developed further across the entire identity.
The individual concepts explored themes such as the office environment, movement, space, evaluation, and the prestige of the competition. The aim was to find a symbol that would not function merely as a logo, but could be developed further across the entire identity.
From moodboard to final symbol
The final design was preceded by an exploration of shape, rhythm, and visual movement.
The moodboard focused on circular compositions, radial lines, layered forms, and shapes reminiscent of papers in motion. In the sketches, I then tested different variations of the symbol - its density, proportions, openness, and the character of the inner space.
The result is a circular symbol created from repeating segments. It is based on the combination of office papers in motion and the letter O from the name Office roka.
The symbol can also evoke a circle, an eye, or a spatial object. In this way, it naturally connects the theme of the workplace with visual perception and attention.
The moodboard focused on circular compositions, radial lines, layered forms, and shapes reminiscent of papers in motion. In the sketches, I then tested different variations of the symbol - its density, proportions, openness, and the character of the inner space.
The result is a circular symbol created from repeating segments. It is based on the combination of office papers in motion and the letter O from the name Office roka.
The symbol can also evoke a circle, an eye, or a spatial object. In this way, it naturally connects the theme of the workplace with visual perception and attention.
A flexible visual system
The strength of the final symbol lies in its versatility.
It works as part of the logo, as a standalone graphic element, as a frame for photography, as a decorative pattern, and as a strong compositional device. Its size, crop, position, and colour can be adapted without losing recognisability.
The identity therefore does not rely solely on the placement of the logo. It has its own visual language, which remains recognisable even when only a fragment of the symbol is used.
It works as part of the logo, as a standalone graphic element, as a frame for photography, as a decorative pattern, and as a strong compositional device. Its size, crop, position, and colour can be adapted without losing recognisability.
The identity therefore does not rely solely on the placement of the logo. It has its own visual language, which remains recognisable even when only a fragment of the symbol is used.
Category icons
I extended the visual system with a set of icons for the competition categories.
Each category has its own symbol, while all icons follow the same visual principle and connect back to the main identity. This makes them easy to distinguish while keeping them part of one coherent system.
The icons can be used independently or combined with the radial element of the identity. They were applied both in the communication of individual categories and on the awards presented to the winners.
Each category has its own symbol, while all icons follow the same visual principle and connect back to the main identity. This makes them easy to distinguish while keeping them part of one coherent system.
The icons can be used independently or combined with the radial element of the identity. They were applied both in the communication of individual categories and on the awards presented to the winners.
Logo manual
To ensure consistent use of the identity by the internal team and external partners, I prepared a practical logo manual covering logo variations, construction principles, spacing and size rules, colour palette, typography, and examples of correct and incorrect use.
The goal was to create a clear foundation for using the identity consistently across different formats and outputs.
The goal was to create a clear foundation for using the identity consistently across different formats and outputs.
Social media templates
An important part of the project was translating the identity into a practical set of editable social media templates.
I designed formats that the internal CBRE team could continue using independently. The templates combine office photography, gradient backgrounds, the circular symbol, category icons, and typography in different compositions.
The system allows for visually varied posts without making the communication feel inconsistent or disconnected from the brand.
I designed formats that the internal CBRE team could continue using independently. The templates combine office photography, gradient backgrounds, the circular symbol, category icons, and typography in different compositions.
The system allows for visually varied posts without making the communication feel inconsistent or disconnected from the brand.
Additional identity applications
The visual style was also applied to other competition materials.
The category icons were used on the awards presented to the winners, and the identity was also incorporated into a printed brochure, which I visually adjusted to align with the new system.
The category icons were used on the awards presented to the winners, and the identity was also incorporated into a printed brochure, which I visually adjusted to align with the new system.
Outcome
Office roka gained a more modern and distinctive identity that respects the CBRE visual umbrella while also functioning as a standalone and easily recognisable brand.
The project demonstrates my ability to lead a branding process from the initial concept and symbol exploration through to the final logo, usage guidelines, and practical templates prepared for everyday communication.
The result is not only a logo, but a flexible visual system that can continue to evolve across different formats.
The project demonstrates my ability to lead a branding process from the initial concept and symbol exploration through to the final logo, usage guidelines, and practical templates prepared for everyday communication.
The result is not only a logo, but a flexible visual system that can continue to evolve across different formats.