Retro Meets African
Kitarific is a dynamic collective of seasoned creatives and marketers with a trendy, forward-thinking spirit. Their mission is to help businesses expand their reach and drive sales effortlessly. But to stand out in the crowded world of marketing agencies, Kitarific needed more than just a standard identity—they sought something vibrant, approachable, and infused with personality.
Their African roots were a cornerstone of their story, and they wanted that heritage to shine through. At the same time, they admired the boldness and nostalgia of retro design. Combining these two themes—Africa's rich cultural vibrancy and retro’s timeless appeal—became the heart of their vision.
For me, the challenge was clear: How do I merge these two seemingly distinct worlds into a cohesive identity?
The solution lay in creating an entirely new design language—a seamless blend where the warmth of African traditions met the energy of retro aesthetics. This unique fusion didn’t just define Kitarific; it became a visual embodiment of everything the brand stood for: innovation, individuality, and an enduring connection to their roots.
The Logo Icon
The Kitarific logo icon is a visual story in itself—a design that embodies the brand's welcoming, dynamic, and inclusive spirit. At first glance, the icon resembles a person kneeling with one knee on the ground, arms spread wide in a gesture of openness and warmth. This human-like posture mirrors the brand's inviting nature, symbolizing its commitment to building connections and fostering collaboration.
The fluid design of the icon further amplifies Kitarific’s diverse and adaptable nature. Its flowing shapes represent movement, change, and progress—core attributes of a brand dedicated to helping businesses thrive effortlessly. All these elements come together to form the letter K, a nod to the brand name, Kitarific. This seamless integration of meaning and form makes the icon both functional and deeply symbolic.
The Logotype
The typography complements the icon, reinforcing the brand's approachable and relaxed persona. The font is bold yet inviting, striking a balance between confidence and warmth. It reflects Kitarific's ability to deliver results while maintaining a down-to-earth, human touch. Every curve and detail of the font aligns with the aesthetics of the icon, creating a harmonious visual language that speaks to the brand’s vibrant yet professional identity.
Colours: Vibrancy and Balance
Kitarific’s colour palette combines vibrancy and balance to reflect its dynamic and approachable identity. Bright orange symbolizes creativity and energy, while earthy brown grounds the design with stability and cultural depth. Yellow and cream add warmth and inclusivity, creating a welcoming feel.
Secondary colours enhance versatility: green represents growth, blue conveys trust, red adds passion, and pink introduces a playful touch.
Together, these colours celebrate Kitarific’s African roots, retro vibrancy, and forward-thinking vision, perfectly embodying the brand’s personality and professionalism.
Logo In Action
