Our approach and outcomes

Cartell Music / 2011 So Frenchy So Chic / Australia wide
Curated French music compilation / type mark and symbol /
colour and mono / applied to packaging, advertising and print
Developed 2010 / 6 week project

K5 Transport / Australia wide
National transport and logistics group / type mark and symbol /
colour and mono / applied to livery, collateral and web
Developed 2010 / 30 week project

Burger Monster / Melbourne
Fast food outlet / type mark and symbol /
colour and mono / applied to packaging, signing, advertising and print
Developed 2011 / 12 week project

Australian Graphic Design Association / 48 Event – cross roads theme / Melbourne Brisbane
Design Event Brand / type mark and symbol /
colour and mono / applied to packaging, signing, advertising and print
Developed 2011 / 12 week project

Kere Kere / product marks / Melbourne
Sub brand for cafe / symbol /
colour and mono / applied to poster, signing, instant print
Developed 2011 / 12 week project

Bistrode CDB/ Identity / Sydney
Brand variation / type mark /
colour and mono / applied to bill folds, cards, advertising signing, instant print
Developed 2010 / 4 week project

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The call for new brand identities is one way we occupy ourselves. The emphasis on brand in contemporary culture, or brandmania, has brought about a little confusion of – what is a brand, what is a logo, what is a trade mark?

Our take on the situation is that a brand is the overall sensory presentation of a commercial or cultural entity. A brand identity, corporate identity is the visual collateral programme, inclusive of print, digital, advertising and action. A trade mark, brand graphic or logo is the symbol, graphic and type based presentation – the little thing in the corner of a layout that we are often asked to make bigger, smaller, wider, happier, otherwise the whole marketing campaign will fall in a heap.

The work above is a selection of trademarks that we have produced in recent months. As with all our work we start with the most basic outcomes from which we can apply colour, effect and filters. As mentioned previously; clarity, design craft with the potential conceptual twist, is the basis of all of the above work. Some works are reworkings of existing brands, new works, or outcomes that are developed to work within a set graphic framework or marketing approach.

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We started making brands 20 years ago and we combine tried experience with contemporary methods and technology. Our experience in developing brands crosses, manufacturing, government, corporate, business to business products, arts and culture, entertainment and lifestyle sectors.

According to wikipedia, a brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Our brand work assists clients in several capacities:

The overall outcomes of the brand graphics or marks that we make for clients:

• assess, craft and refine existing brands
• evolve existing brands
• develop new brands

We also develop outcomes beyond the brand graphic itself

• we conduct extensive market research of competitors and sector trends
• we identify image and proposition opportunities
• we develop new brands stories or concepts
• we develop the brand positioning and propositioning
• we develop names, naming systems, tag lines, or marketing statements

The development and crafting of the brand graphic

• we develop unique and highly crafted graphic outcomes
• we are constantly investigating the development and application of brands in an ever changing environment of media, technology, and users
• we develop custom typefaces
• we develop colour and type palettes
• we develop and test brands for a range of applications, to ensure that brand is best represented in all mediums and media
• we assist with the process of proposing the brand to a range of stakeholders
• we develop user friendly style guides and manuals

The application or presentation of the brand graphic

• we identify image and marketing opportunities
• we develop unique, creative and innovative marketing stories outcomes
• we model and research innovate media in digital, apparel, environment and print

We are dedicated to developing brands and applying brands which engage with audiences and markets in relevant, robust, enriching ways and means.

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