Changing the MEDELEANUstudio logo was one of the main steps in creating the new Identity to match the UK business environment.

The idea was to use parts of the old identity but give it a more technical and mechanical look to match the CAD services but also insert elements that would point out a creative background. The name was a hard decision to make, and even at this point the VAR acronym doesn’t have a fixed meaning but it is based on a thorough research. Depending on the future projects, it will change to a more stable form, chosen from a long list of abbreviated titles.

Because the business is based on an existent one with Romanian roots VAR came naturally from a nostalgic set of memories. In the past the people in the country sides of Romania used to refresh the look of their houses through repainting them with var, a white blue paint. Same paint was also used to protect the tree trunks from by mosses and lichens, wich is also VAR Atelier purpose when it comes to protecting the collaborators and clients from an Intellectual Property point of view.

The R in VAR is represented by the 3d modelled brush stroke that also replaces the A line while the VA is a descending and ascending figure stabilised by another descending line and the atelier word. Word that also has been customised to match the technical vision to always point out that design is a blueprint type of creative outcome, while also keeping the artistic idea in mind.

The VAR acronym started as a sketch in Procreate and it went through two transformations. the first one was a mix of hard objects with rounded corners and later on it became the current version. The sketches have been transformed in vectors, based on a composition that follows the golden ratio construction. Since VAR Atelier means adaptability to the newest technologies and software, the vector has been refined in Curve and Illustrator, then exported as a SVG file and further refined and extruded in Blender, exported as an STL file and imported in Nomad 3D, sculpted and 3D painted. The final result is using both PBR and MatCap brought to light.