Rebranding the Brand Specialists (Part II)
Posted by Kim Fuller | in Branding, Design, Projects
Phase 2 of the rebranding process: exploration and execution
This blog is the second of a four part series about how the Branding Specialists rebranded themselves at IDG Communications.
Research: Colour + Typography; Logo + Web redesign
Once the mission and vision were established we could finally begin the design process. Through colour and typography we needed to convey the voice and tone of our new identity.
We knew the new logo would have to be drastically different from our current logo but we also knew it would be scrutinized by those who were familiar with our current brand. We would have to justify every design choice made, down to the minutest detail. Oh the pressure!
With a newly redefined brand strategy, our designers took the key messaging and started exploring. We felt the colour scheme of deep red and slack accents were still relevant, so developing a new colour scheme was not necessary. Red represents our passion, our assertiveness and easily draws attention. Studios have shown that red increases enthusiasm, stimulates energy, encourages action and confidence. Just what we want! Establishing a convincing colour system is an essential step in the design process as our brains register colour after it registers shape and before it reads content. Choosing a colour for a new logo requires a deep understanding of colour theory, a clear vision of how the brand needs to be perceived and, the ability to master consistency over a broad range of media.
We moved on to typography: what would be the typeface that would communicate our studio? Based on our brand pyramid (see Blog part 1) we needed to show style, simplicity, friendliness and expertise. We needed the letters I-D-G to be legible, be unique and convey our “corporatecasual” culture.
How do we find the right typeface? Should we create our own? We researched and tested dozens of fonts (how does it read? Big? Small? Reversed?) Some fonts were too conservative, others were too crazy. We narrowed the field quickly by choosing a sans-serif vs. a serif. This was a big move for us since our current typeface was one of the most traditional serif fonts on the market: Palatino. In the end, we chose to develop custom lettering for IDG, creating greater market differentiation (exclusivity) and a personality that was unique to our studio.
On to trial applications: rigorous testing exploration of concept’s viability. We had to envision all the possibilities, online and off, in print and digital versions, colour vs. black and white. This is no small feat considering the new logo has to support all of the marketing and communication needs of the company into the future.
FLEXIBILITY + CONSISTENCY + SUSTAINABILITY
As a design studio we wanted to be certain that our choices would help us differentiate our brand, demonstrate our understanding of our target audience and reflect a memorable personality.
With the logo tested, refined, re-tested and final, we proceeded with stationary design and application to the new website; the two most important business tools we use most often. We made our shopping list (business cards, letter head, envelopes, folders, etc), identified the right paper (ecological!) and production method (traditional press vs. digital press).
The website redesign required as much attention to detail as the logo itself. We redefined the site’s goals, key messaging and personality, keeping in mind the future growth.
As we do with all our projects, we established the content, and then created the design.
Our goals were to create an engaging website with an interactive experience that would be functional and friendly. We wanted the site to be easy to use, meet visitor expectations and communicate our values.
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Stay tuned for the third rebranding instalment. “Launching a new identity” followed by the last portion focusing on “Post-launch feedback”. Be part of the conversation!
This article was inspired in part by “Designing Brand Identity” by Alina Wheeler