A rebrand was well overdue. Our old brand identity was looking dated and no longer accurately communicated what we did – both great reasons to rebrand.
We examined our market position, why people used us – our value proposition. Out of the research we built a brand strategy and the brand identity was created around that. Our brand succinctly expressed in a few words was ‘Attention-Winning-Design’.
The logo came out of a combination of ideas:
• The peacock – associated with getting attention.
• The exclamation mark – indicates dramatic effect and strong feelings.
We were also inspired by an emoji – the motion lines of hands in the air, the symbol of celebration (suggesting something positive has occurred) 🙌
We drew a fairly wide ‘A’ character with a low crossbar for a sturdy but elegant look. The top corner was subtly extended to look like a beak, consistent with the peacock concept.
We used a gradient, not because it is a current trend, but because it was consistent with the peacock part of the idea.
The warm bright colours added a sense of vibrancy – a dynamic, exciting brand that can think outside of the box. On some printed material the logo was produced using a copper foil, adding a different dimension.
Rather than designing the type of website that was expected and typical of the sector, we went for something more suited to our proposition.