BRAND: Corporate ID / brand guidelines: Kaleidoscope
Kaleidoscope was the name given to an international project that brought together the cutting edge of learning and knowledge in the digital science industry, from all over Europe.
The brand identity had to be inclusive to reflect the accumulation of expertise – as well as the multinational partnerships that were the projects constituents.
OUR TAKE ON BRAND:
How many times has any of us gone into a bar and asked for a “Coke”? (When actually, all we wanted was a cola).
It was reported that in the late 1990s over 80% of BMW 3-Series drivers in the UK signed on the dotted line to acquire their vehicle without even test-driving it first. Such was the aspirational value of the BMW brand among company car drivers.
Ask people what device they use to clean their floors at home and many will tell you that they use a “Hoover” even though the chances are that they actually use one of many other brands of vacuum cleaner.
In some situations, a brand can actually take the decision out of the equation for consumers. Many people for instance, are loyal to a brand of washing powder. They don’t need or want to read the packaging to know what the product will do for them… they just pick it up and put it in their shopping basket.
But, brands aren’t just a promise to customers and clients – VolksWagen has masterfully penetrated new markets by encompassing the Seat and Skoda brands to sell vehicles that are in fact, based on VW models with a few design tweaks, to groups of completely different consumers.
We are pleased to design a stand-alone mark, but we also devise and implement strategies that bring together other strands of marketing and PR activity to drive the brand message.
But we don’t just leave it there.
We also produce complete brand guidelines, something that we are very good at, to ensure that the integrity of the brand, that our client has worked hard to build, remains intact wherever it is used.