Distinctive visual language should promote the spirit and brand personality of an organisation. Brand personality and how it is manifested through design elements is the pure essence of the brand. A brand’s visual language is a powerful reminder of how people perceive an organisation in their mind’s eye; the real organisation behind the image. Today visual language has a vital role to play in terms of updating, repositioning or refreshing a brand, to send a new message.
Visual language is a powerful but subtle combination of design elements working in harmony so strong brand management is needed to create consistent and distinctive ‘language’ in communication. Photography, tone of voice, colour palette and layout style need to express the right connotations to support a brand and its meaning. The combination of brand name and colour recognition are the core visual elements but these need to be enhanced with a visual language that is unique and appropriate. Determining the right visual language for a brand is a fine art between taking into account competitive differentiation and creating a result that enhances the brand values.
The Maltese Tourism Authority wanted to improve promotion of the Maltese Islands as a travel destination, enhancing the quality and value of Malta through maximum recognition and understanding throughout
the world.
We developed a distinctive symbol and specially drawn logotype which presents the name Malta in a way that underlines the values of the islands as a travel destination. The mark incorporates two common Maltese symbols, the protective eye painted on the front of traditional luzzu boats, and the unique Maltese Cross. The manuscript style of the specially drawn logotype for the name Malta recalls the 6,000 years of Malta’s civilsation and underlines the human warmth with which the Maltese greet visitors. The primary colours, representing sea and sky and radiant sun reflect the warm climate.
In order to provide a forceful and evocative impression of what the Malta brand offers, we developed a detailed visual language to support Malta’s market positioning and values. This included designing a system of powerful and appealing literature and advertising visuals and an
engaging website.
Meridio is an innovative technology company whose software is creating new markets in managing and accessing company information. We created a distinctive brand and visual language to embody the philosophy of opening up information and making it readily available. The mark reflects the open flow of information. The use of circles is an important design element to signify dynamic and precise ‘rippling’ out of data.
Pakistan PTA Limited (PPTA) is a specialist producer of pure terephthalic acid (PTA), a basic chemical used in the production of polyester staple fibres. Originally a business unit of ICI plc, the PTA business was spun off to become an independent entity.
The challenge was to manage this transition, creating a powerful new independent brand that appealed to established customers and employees alike. We worked closely with ICI and PPTA management to help define PPTA’s brand values and proposition and to support the company’s launch.
Sporting Portugal, known as Sporting, was in the process of commissioning the building of a new stadium. This was the catalyst for evaluating the visual identity and club communications.
Our work stipulated ‘evolution’ as part of the brief with minimal change to the ingredients of visual identity, but gave the opportunity to influence conceptual thinking, clarity, consistency and visual language to enhance presentation. The challenge was to maximise retention of the equity in the brand while ensuring it worked in a modern communications environment.
Sonera is the name for Telecom Finland to reflect the company’s international ambitions and to reinforce its reputation for innovation.
We developed the new name, Sonera, which stands out as the most aspirational name in a sector characterised by conservative naming,
‘Tel’, ‘Coms’, or national descriptors, or ‘Country names’.
As a leader in mobile communications Sonera developed Zed, a global mobile portal, now a unique and individual brand in its own right.
We created the name to communicate the essence of a brand at the leading edge of global wireless technology.
Zed is more than a mobile portal and the strong, fresh and individual visual language reflects the values which position it as a distinctive and memorable company and service. The guidelines for the brand and visual language are packaged as digital interactive files on a CD.
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