Atinta

Naming & Identity Design for a Family Printer

Fine Arts & Graphics was an established and well-respected print provider based in Hayward, CA. Their plans to grow the business through online ordering and print-on-demand technology were hampered by the lack of a clear online presence and an outdated identity.

Manmade worked closely with their management team to brainstorm and define possible solutions.

The first stage was to rename the company. Atinta, as they are now known, is not only unique within their industry, it is a very convenient web address.

The Atinta name is based on tinta, the Spanish word for ink, capturing the heritage of this family-owned business and the core tool of their trade.

With such a short and distinctive name, we focused on a logotype as the basis for the identity system. The selected typeface, Amasis, was redrawn to represent the ink referenced in the company’s name.

This typeface, combined with a flexible color palette befitting a printer, extends the identity across their collateral and stationery.