The key issues to surface from our visual audit was the numerous ways and colours in which the Connex logo was being used. The desired outcome for this branding review was for a more distinctive and consistent Connex look. Our solution was to develop a dynamic 'holding device' to create its own clearspace for the Connex wordmark. This 'holding device' ensured that Connex branding could always be applied in the same manner, colour and on any background without detriment to its integrity. As well as creating 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 for an extended version which is used as a branding strip. Our work involved a review of written language and the establishment of language guidelines. This major identity overhaul included a review of the brand's positioning and the development of a new positioning line – 'moving forward'.

To ensure consistency of all customer information and marketing communication, a system was designed utilising well considered communication hierarchy, language, typography, colour and branding. Similarly, a formula for applying the Connex branding strip was created for all marketing communications from A1 posters to DL brochures. Two comprehensive style guides were produced to enusre that materials being created by a diversity of sources, from Connex staff through to various advertising and design agencies, and other external contractors would stay true to this new brand positioning and identity.

Back