We were asked to take the company to a new level of positioning in its segment and increase customer confidence. After a short audit, we determine that in order to achieve these goals, it is necessary to conduct a rebranding. And that means - to update the brand's visual identity, logo, corporate identity and company website. Having agreed with the client key goals and objectives of the project, we started to work.
We performed rebranding in order to create new opportunities for brand promotion and profit generation for KOD Zahist-OD. To do this, first worked on the concept of positioning and ideological basis. At the same time, we took into account the main requirement of rebranding - the preservation of continuity with the prototype. The elements of the logo or corporate identity, key colors, remain unchanged most often during such work.
Correctly implemented changes in the framework of rebranding lead to the transformation of the brand image in the minds of customers. Consumers begin to perceive the brand differently, new emotional connections are created.
Specialists Сlock Creative Lab began work with an analysis of the existing resources of the company's brand, competing brands and target audience. We concluded that the actual naming of the company is not very successful, it is difficult for consumers to remember it. The logo only reinforces this undesirable effect.
The visualization of the logo has too many components - the planet Earth, a shield, a laurel wreath, a sword, the name of the company. As well as additional details: the coordinate system and the continents on the planet, the shadows on the leaves of the laurel wreath. All this does not leave any chances for adaptability, which is necessary, for example, for the correct display of the logo on the company's website. Since the web resource can be viewed by users on devices with very small screens.
After completing the marketing research stage, we began to develop the idea of a new brand as part of rebranding. To do this, we have identified the main advantages of the services offered by the client company. Then they began to create a new brand positioning, key values, as well as the company's mission. To solve these problems, a personification technique was used - the definition and description of a brand at the expense of human character traits. This technique helps to shape the brand identity.
In our view, the new brand of the company had to be: vigilant, loyal, energetic, dynamic, friendly, efficient, disciplined, elegant, fair and faithful. Having compiled this list, we immediately clearly saw the image of a Doberman dog. The mission was formed like this - “24/7 In the service of your security. To protect at all costs everything that is dear to you. ”
Having created an idea with powerful potential for a renewed brand, we took up the development of naming. At the same time, it was taken into account that the correct trademark name must meet a variety of criteria:
Friendly, strict and original name "Doberman" ideally suited as a new brand name. It meets all the above requirements and causes the right audience to associate with the company's type of activity - security and protection.
In order to maintain continuity with the previous version of the logo, we used the same colors - red, white and black. Almost completely abandoned the gray tone in favor of the dark blue. A red color shield was placed in the center, which was present there in the previous version of the logo. But they replaced the key metaphoric image (the sword against the background of a laurel wreath) on the guard dog Doberman's face.
As a result, we managed to make the new logo more “speaking”, memorable and understandable for the target audience. And the updated visual identity - the brand name, logo, slogan and company colors - is even brighter.
Properly designed elements of identity, allow the company to separate from competitors, to attract the attention of customers and make advertising campaigns more effective.
We used all the visual and graphic solutions used in the logo in the corporate style of the brand, which includes: colors, fonts, layout features and compositions of the main elements.
For the Doberman security company, as part of corporate identity creation, we developed website design, business cards, letterheads, branded cars and print advertising layouts for billboards and citylights.
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