Connex information and marketing communications were being created through a diversity of sources such as internal staff, various advertising and design agencies and other external contractors. Our extensive visual audit revealed a very inconsistent and disparate brand identity. Our recommendation was to create a more distinctive, consistent and easy to use Connex branding system, visual language, communication hierarchy, language usage and tone of voice.
Our solution was to develop a dynamic 'holding device' that created its own clearspace for the existing Connex logo. This 'holding device' ensured that Connex branding was always applied in the same manner, colour and on any background without detriment to its integrity. As well as being a strong, stand alone brandmark, the 'holding device' provided us with the opportunity to sub brand products or
services in a coherent and consistent manner. Its adaptability allowed us to develop an extended version which is used as a branding strip. To ensure the consistency of all customer information, a system was designed utilising carefully considered communication hierarchy, language, typogaraphy and colour. Similarly, a formula was created for all marketing communications from A1 posters to DL brochures.
Two style guides were produced. A detailed 58 page version for professional users which included links to online print and web ready artwork templates, brandmark files and pictograms. A simplified desktop version was produced for employees to help them embrace the philosophy and objectives for maintaining a consistent brand image.
Back
