We were asked to bring the company to a new level of positioning in its segment and increase customer trust. After a short audit, we have determined that to achieve the goals listed above rebranding is a necessary procedure. Rebranding, in this case, meant updating the visual identity of the brand, its logo, corporate identity, and website. Having agreed with the client on the key goals and objectives of the project, we started to work.
We performed rebranding to create new opportunities for the "KOD Zahyst-OD" company to promote the brand and make it more profitable. To do this, firstly we worked on the concept of positioning and ideological basis. At the same time, we took into account the main requirement of rebranding – maintaining continuity with the prototype. Elements of the logo or corporate identity, as well as the key colors, often remain unchanged in the course of such work
Properly executed 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.
SpecialistsThe Сlock Creative Lab experts started with the analysis of existing brand assets of the company, brand competitors, and target audience. We came to the conclusion that the actual naming of the company was not very successful as it was difficult for consumers to remember. The logo only reinforced such an undesirable effect.
Visualization of the logo had too many components – planet Earth, shield, laurel wreath, sword, and the company name. It also had too many additional details: the coordinate system and continents on the planet, the shadows on the leaves of the laurel wreath, etc. All this abundance of symbols left no chance for adaptability, which is necessary, for example, for the correct display of the logo on the company's website which often can be viewed by users on devices with very small screens.
After completing the stage of marketing research, we began to develop the idea of a new brand in the framework of rebranding. To do this, we have identified the main advantages of the services offered by the client. Then we began to create a new brand positioning, key values, as well as the company's mission. To solve these problems, we used the method of personification – the definition and description of the brand using the human features of character. This technique helps to form the personality of the brand.
In our view, the new brand of the company had to be: vigilant, loyal, energetic, dynamic, friendly, efficient, disciplined, elegant, fair and devoted to a customer. Making this list, we immediately clearly saw the image of the Doberman dog breed. The mission was formed as follows — "24/7 at the service of Your security. To protect everything You care about at all costs."
Having created an idea with a powerful capability for an updated brand, we started to develop the naming. At the same time, it was taken into account that the correct brand name must meet a variety of criteria:
Friendly, strict and the original name "Doberman" was a perfect fit as the new brand name. It meets all the above requirements and projects to the target audience the right associations with the type of activity of the company – 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 dark blue. A red shield was placed in the center, as it was present in the previous version of the logo. However, we have replaced the key metaphorical image (the sword with a laurel wreath on the background) with the face of a guard breed Doberman dog.
As a result, we managed to make the new logo be more communicative, memorable, and understandable for the target audience. As well, the updated visual identity – the brand name, logo, slogan, and corporate colors – became even more vivid.
Properly designed elements of identity allow the company to stand out from competitors, attract the attention of customers, and make advertising campaigns more effective.
All visual and graphical solutions used in the logo were developed in the corporate style of the brand which includes: colors, fonts, layout features, and composition of the main elements.
In the framework of creating a corporate identity for the Doberman security company, we have developed a website design, business cards, letterheads, branded car design, and print advertising layouts for billboards and city lights
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