About Sorcaro

What does “sorcaro” Mean?

The name also is an example of Sorcaro’s pragmatic approach to problem-solving as it was created based on the following predefined set of requirements.

• The .com web address must be freely available to be registered.
• The name must be easily pronounceable in English.
• The name must not have more than 7 letters, to make e-mail communication easier with clients.
• The name must not be personally tied to Ron (Larimer), to allow for growth.
• The name must create a neutral response, to allow the work of the company to define its meaning.

Sorcaro Branding

The branding of Sorcaro’s website and deliverables is designed to reinforce the identity and promise of the company, through its use of space, colors, informal graphics and fonts. Sorcaro is efficient, effective, focused, reliable and easy to work with.

Colors & Iconography

The Sorcaro color-blocks are reminiscent of the eye marks and process control patches used in manufacturing and printing for quality control. They are a reminder of the importance of making performance monitoring easy and visible. The colors themselves represent many of the colors of the Carolinas, and were influenced heavily by colors seen across the region.

The hand-drawn iconography represents a clothing pattern or a tool and die makers mechanical drawings. They are consistent with Sorcaro’s philosophy that each project should be tailored to your needs and that effectiveness is the 1st requirement. We know some of the best ideas were 1st sketched out on a napkin, the best collaboration often occurs in front of a white board, and hand drawn map may be all you need to get where you need to go. Standardization and automation can be good, but only after the process is right.

The stitches and pattern in the footer are another reference to the Carolina’s textile industry, but they are mainly there for fun.

Fonts & Layout

All Sorcaro branded materials are simple in design with high contrast and easy to read fonts to permit is effective, efficient, actionable communication. All paragraphed based text, for sales collateral or screen first content, is limited in width to between 70-90 characters and must have sufficient line-height to permit easy reading.

The font used for the heading and text is the humanist, Google Font, “Poppins.” It is a simple easy to read font, that feels open and minimalist, with simplistic rounded letters like the single-story “a”, the plain descenders on the “g”, “p”, “q” and “y”. The rounded shapes makes it feel modern and fun.

The handwriting font used in many of the graphics and annotations is the aptly named, Google Font, “Caveat.” It was chosen because of its letter shape are close to “Poppins” and it’s similarity to the founders own printed handwriting.