A new look for a family brand
The importance of branding for business
Think of iconic brands like Coca-Cola or Nike; their logo will be one of the first things that comes to mind. The right logo makes a brand easy to identify. It can help a company stand out and build brand awareness. But what happens when a logo isn’t working? In this post, we find out how one well-established company upgraded its brand.
Right branding. Right message
Good branding will communicate the right message to your potential customers. It sets the tone for your business, whether that’s fun, corporate, traditional or cutting-edge. Your business branding should match.
Getting your branding right is even more important in the digital age. A logo now needs to work harder than ever. It must look just as good on social media and a webpage as it does on a lorry or printed packaging.
First impressions count. Dated branding can look tired or out-of-step with your current business. A company that’s been operating for a long time may have evolved, or a logo that was once right on trend is now showing its age.
A design refresh can re-position a business, helping it maximise its brand potential. Working with a graphic designer ensures the brand look works for your business.
Invo Design is experienced in creating unique branding for a diverse range of companies. Please get in touch if you’d like to find out more about a rebrand for your business.
Designing a logo for a brand community.
Involvement began as a packaging wholesaler in the early 1970s, and since then it has grown and evolved into a community of brands, each serving different markets. The existing logo looked dated and had a complicated graphic that didn’t translate well to the other divisions.
One of the first steps in any branding brief is to define the core requirements. This enables the designer to deliver visuals that match the most important client objectives.
There were four key demands in the logo brief for the Involvement rebrand. It needed to be; Distinct, so it was clear and easy to recognise. Memorable, to make a strong visual impact. Cohesive, so that each division compliments the brand identity. Scalable and Flexible, so it could evolve as the company diversified.
Creating a brand graphic that was strong visually, represented the business and was unique was no easy task. Each division also needed its own identity whilst still being recognisably Involvement.
How do you create a logo with purpose?
Firstly, the design had to scale well to work on anything from a uniform to a website to the side of a lorry. It also needed to be clear, and easy to identify.
The final Involvement icon was based on incoming and outgoing arrows. Not only was it bold visually, but it also represented the two-way nature of a successful business-to-customer partnership.
The icon could be repeated so it could also be used as a background graphic. This was useful for reinforcing the Involvement brand message on everything from office glass to lorry curtains and workwear.
We felt that it was time to refresh our branding in order to better reflect
the company we have become.
Arjen Cooper-Rolfe CEO Involvement
Using colour to define the brand.
The arrow graphic combined with a simple, bold, font gave the brand a common design language. The core colours were black and white so that each division could then be identified by it’s own unique colour.
The Involvement colour wheel used bright, complimentary colours to help each brand stand out. Yellow and Orange for Packaging, Green for Fulfilment, Turquoise for Technology and Purple for Design.
It was also a concept that was future-proof. The company could grow and diversify in as many ways as there were colours of the rainbow! Longevity in design is a key consideration because of the time and investment re-branding takes.
The new branding not only looked fresh and modern it was also fit for purpose, perfectly designed to suit Involvement’s past, present and future aspirations.
The incoming and outgoing arrows on our new logo represent our values, highlighting the partnership we enjoy with our customers and suppliers.
Arjen Cooper-Rolfe CEO Involvement
Creating the right branding for your business.
A customer’s perception of your business is decided by a range of factors, and because your logo is one of the first things they’ll see, it makes sense to get it right.
When it comes to logos originality matters, a good design makes you more visible to your customers and your potential customers. Investing in professional branding helps your business send the right message, which is why it makes sense to harness the skills of a professional graphic designer.
If you’d like to see how Invo Design can help you realise your brand’s potential, then please get in touch.
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