"gadu" Brand Explanation:
gadu is intentionally a made-up word.
Choosing “gadu” as a brand name has been driven by the effort to transport our mission phonetically, visually and linguistically.
The fonts, drafted as attached, were chosen in a way that the letters comprise only two main items: a U, as a letter as well as a form, and a stick or vertical line, with the exception of the letter g that might or might not have an individual bail as opposed to using the same U-form.
The U has 5 different applications/purposes:
1. The missing letter:
Next to other auxiliary principles, our mission is that of “guarding”. This leaves the letters U and R missing in gadu. Whereas the R remains missing, the U shows up multiple times in gadu. Each letter contains a U, either as a letter itself or as a part of the font. This is supposed to bridge the gap between the made-up word and the real word guard.
2. The shielding bowl:
the U in gadu resembles a bowl, a bowl that is a guarding nest when as well as it gives shelter and forms, turned to the right in three of the four letters, a shield against any harm, even better: an escutcheon.
3. Righteousness, Law and Order:
The U is turned to the right. In almost any languages, the direction right also stands for legality, lawfulness and the laws itself (such as “die Rechte”, “les droits”, “los derechos”, etc.).
4. Energetic Union:
Our mission is to unify all means of guarding our clients and also, on a mutual basis, our agents with the most innovative applicable technology. In physics, the U is the symbol for potential energy in a given system. In mathematics, U symbolizes the union of two or more sets.
5. U means You:
Although a little bit old-fashioned, using a „U“ for a „you“ when conveying short messages has never lacked actuality and is ubiquitously in use.
Phonetically, the idea is to play with the pronunciation in order to induce several conceptions by the reader. In all Roman, Slavic and most of the other relevant languages, the three letters “gad” have no individual meaning (except for “gadu-gadu” in Poland for chatting) but read phonetically, as part of a term (e.g. “gadoue” in French, “gadolinio” in Spanish, “Gaden” in German etc.) in the same way like “guard” is pronounced in British English: \ɡɑːd\
Only American English pronounces a very light “r“ (\ɡɑːrd\))
At the same time, the English pronounces “gad” differently: \’ɡɑd\ which is phonetically not so far away from “get” (\’get\) from.
So, here we are: We want to GUARD YOU (our client) or to GET YOU (the evil, on behalf of our client)!
The letter “g” ought to be small in order to resemble a 9 or, conversely, a 6.
As aforesaid, the bail of the small letter g might also be a u, but preferable seems rather an individual swoosh.
Colours are not predetermined.