Multi-Nz Rebranding || The Mindshift

Issuu 006

The

MIND SHIFT

M OV I N G TO A W O R L D C L A S S B R A N D

Positioning THE BRAND FOR GLOBAL PERCEPTION AND COMPETITON

Continuity A REBRANDING WITH THE PREVIOUS IMAGE IN MIND. TRIAL !

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Contents.

01 02 03

Class One

The Enhanced Narrative

Class Two The Problem

Class Three Why rebrand?

04

Class Four

Solving the Problem

05

Class Five

06

World Class

Colours and Type

Practical Class

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Prepared by:

In Collaboration with:

Rabbbit Hooole CONSULTING

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Class One

The brief and the previous identity.

Multi-Nz

Communications

is

an

indigenous

company

providing services such as Event Management, Products & Services Promotion, Sales, Marketing, Media/Public Relations, POS Branding & Merchandising, Information Communication and Technology (ICT) and General Contractual engagements.

Multi-Nz provides value to customers by delivering services with Professionalism, Honesty, Integrity and Sincerity. Their commitment to Quality Service is matched by their desire to be the best.

As an aspiring Global Company, they can serve irrespective of location. They believe it is strategic to their business to provide services with ultimate flexibility and client’s need at the back of their mind while delivering services.

They can take a lead role to help you navigate through a technological change, or provide professionals to augment your staff and ensure your brand is perceived as rendering pocket friendly products & service.

Multi-Nz

Communications

help

clients

improve

their

relationships and interactions with their customers. Building a unique and solid image as the best in the field using World Class Services is their goal.

More to it.

The brief and the previous identity.

Multi-Nz Communications wants to maintain the Badge-Kind of look and the reason for this is “Branding on Textile Materials”.

This would be futher explained on how to use the new brand identity on materials.

They also want to also maintain the previous colours, which we think is Great.

Below is the previous identity of the brand. We’ve analysed a few problem around it as compared to a World class brand.

1

3

4 2

Logo Source: Multi-Nz PowerPoint

5

Class Two

The problems from the previous identity.

We observed a lot of problems that affects the previous identity and have highlighted the major ones.

1. The logo and word mark is not visually strong enough as far as global branding standard requires. Aside been memorable and not interpreting an idea of the brand; one requirement is that it should work in black and white, greyscale, and pure color. From afar you may not recognize the logo, We fixed this on the result page.

2. The Typography of the “multi-Nz communications” is weak and does not match the boldness from the Logo Mark. “z” on the type is also out visual context, as one could interprete is as something else.

3. There is no logo variation, hence no visual balance in terms of proportion. Major emphasis were also missed in terms of visual balancing. See how we fixed it below, but still...

4. Colours were not consistent. For example; the colour blue and red used in the ”Badge” were not the same on the Type.

Getting it right from a brand manual which we would prepare as well will fix this problem.

5. Unnecessary Elements. These usually get lost in small prints and people with poor eye sight.

Temporal Fix #ByCrebulbs Explaining visual emphasis & Balancing

CLASS THREE

Why Rebrand?

1. To meet global branding standards.

2. To stay ahead of your competitors with tailored brand positioning.

3. To enhance & maintain a consistent brand message online & offline.

4. To realign the vision of the brand with today’s market.

5. Major brands like do the same. e.g Fanta has rebranded over 4 times since 2004, KFC has over 6 rebranding..etc.

6.To fixed highlighted problems from the previous brand identity.

Branding is the art of becoming knowable, likable and trustable.

John Jantsch

Class Four The Making of the new identity.

With our research, we were able to construct and define the idea with simplicity, usability, and visual aesthetics. Our research and thought process team were able to use below as our basis for the construction: 1. “Letter M initial”

2. “Global Vision” 3. Communication

The logo mark “M” was coined from two Hexagon, having to portray the brand as a multi facet one. Becoming a global brand required simplicity and technicality, and you can see the major M and another one in negative spacing.

Whilst on the top of the Hexagon, to depicit one core area of the brand; Communication, we displaced the squares such that they show they interact to make the Logo mark.

CLASS FIVE C o l o u r s x Ty p o g r a p h y

Using the exisiting colours, we were able improve on them by increasing the saturations. This is a major element shared alongside the brief for the mission.

Looking at the psychology of Blue, it is uplifting, depicts trust and represents justice. Red on the other hand, draws attention and signifies great courage which is essential in matching the global vision of the brand.

RBG

= 0, 35, 87

CYMK = 100, 91, 35, 34 HEX

= #002357

RBG

= 123, 200, 241

CYMK = 47, 5, 0, 0 HEX

= #7BC8F1

RBG

= 230, 31, 47

CYMK = 3, 99, 90, 0 HEX

= #E61F2F

White is also a part of the primary colours but only to be used subtly on flat designs. More details about the usage on white and dark backgrounds, are explored on the variations page.

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World Class Variations of the Brand Identity

Corporate Logo Mark

1px

Corporate Horizontal

Corporate Vertical

Variation on Secondary Backgrounds and Monochrome.

Here now is the badge maintained from the previous identity, to be used on fabrics during event activations. One can see clearly that the new identity is bolder and eligible even from a far distance.

Reduced to 10px

Experiment Class Exploring the Brand identity on materials.

Event Activation Tent.

U P D AT E S Following the conversations from the previous review, we edited the typography to a less bold version with a mark of fun and funkiness using the Kilimanjaro brand as a

reference

point. We also customised it using Uni Sans typeface.

More so, the Badge version was also updated to match the previous identity more. The Compound path how has a slice of red and light blue inside and an outine on the logo. These were explored on the various shirt colours shared.

Signed

Polo Shirt during Events.

Polo Shirt during Events.

Newsletter Mockup

Stationary Mockup

S H I N E

W I T H

U S

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