Bagda's Auto Spare Ltd. Corporate Image Rebranding
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Contents
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Design Brief 4 Colour 6 Typography 8 Main Logo 10 Other Logos 14
Graphic Des.ign ESQ
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Design Brief Design brief CLIENT INFO:
MARCH 9, 2015
PRODUCT
Corporate; Corporate Image rebranding
TYPE OF SECTOR
Automotive; Auto Spare parts (brand new and genuine)
CLIENT
Bagda’s Auto Spares Limited (BASL)
DESCRIPTION
New Brand look and standards (CI guidelines)
REQUIREMENT
New CI and application
DEADLINE
Tuesday, 17 th March, 2015. 4pm
KENYA
BACKGROUND The company started operations in November 1997 (18 years) as General Motors dealers in Isuzu & Opel genuine parts. They are located in Kumasi Rd off Kirinyagah Rd. Vision: To be the distributor of choice for GMEA Automotive products & services in Aftersales parts support. Mission: To earn our customers enthusiasm through the provision of world class service for their parts requirements. We shall do it right the first time. Challenge: Request for too many discounts. None effective campaigns in the past, too generic PRODUCT INFORMATION The company is a 100% family owned business. What it needs now is an image revamp and boost to be competitive in the industry; 18 years is a long time for the same look. The revamp should start with the logo and extend in application across all the collateral and communication materials. A strength of the company is it is an authorized GMEA parts dealer; 1 of 3 that only sell spare parts. All other shops/ sellers who sell genuine parts buy for Bagda’s. The wealth of experience among the team is immense; 205 years combined with an average of 18 years across the team. BUSINESS OBJECTIVES
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Customer satisfaction
Promote use of genuine parts i.e. Isuzu, Opel & Chevrolet
Offer superior customers care & support in parts availability
Enhance partnerships with GMEA, suppliers, stockiest & customers
COMMUNICATION OBJECTIVES
New look and CI
Wealth of experience in parts business; a trusted partner
Demonstrate commitment and interest in strengthening ties with GMEA, suppliers, stockiest & customers
TARGET AUDIENCE
Matatu saccos Truck owners (individuals/ saccos) Distribution companies (Bakeries. Breweries, Courier, FMCG’s) Schools Bus companies (KBS, Citi Hoppa, Metro Trans)
CREATIVE PREPOSITION
Authentically genuine; modern; new and vibrant
Tagline: The feeling is genuine (proposed)
REQUIREMENTS
New logo (3 options) with guideline notes (after selection of preferred logo)
Application on stationery – letterhead, comp slip, business card
Print ad layout/ template
Application on social media
Select collateral merchandise
MANDATORY ELEMENTS
The name remains as Bagda’s Auto Spares Limited
Incorporation of the BASL initials in the logo is advisable
TIMELINES
Initial draft
Logo & direction ideas
Thursday, 12th March
1st review
Actual logo designs
Saturday, 14th March
2nd review
Application on selected items off the requirements list
Tuesday, 17th March
Present to client
Final layouts for pitch – logos and all requirements
To be advised
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Colour Color offers an instantaneous method for conveying meaning and message in your brand.
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COLOURPALETTE Colour is a non-verbal mode of communication that immediately sets a mood, conveys information, invokes a physiological reaction and inspires people to take action. Therefore it was crucial from the onset to lockdown a scheme that would aptly represent Bagda’s Auto Spares Limited. For this preliminary design, I chose a scheme (Industrial Marine) centered around blue with highlight colours being neutral gray and muted red. This color scheme remains corporate without being lost and generic in the blue collar environment of its application.
Blue represents a company that is non-threatening yet stable and established.It can stir up images of authority, success and security. Neutral Grey has the effect of making your organization seem timeless, corporate, logical and effecient.
Red evokes strong emotions that encourage impulsive spending. It creates urgency, passion and intensity in the workspace.
HEX #0D4A7D
HEX #0D95D3
HEX #A5DDF0
HEX #989898
HEX #EB2027
INDUSTRIAL MARINE
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Typography Typography is a key expression of the voice, tone and style of any brand.
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TYPEFACES Typography is often said to be doing the task of non-verbal cues, quite common in one-toone conversations. For example: Our tone of voice and physical habits like gestures, hand signals, eye-contact, etc. add up to what we are saying. Since this is not possible on the web or in print, typography is a unique way of conveying similar expressions.
Online
Style
The corporate typeface is a
When technology allows,
Text for correspondence and pub-
combination of CorporateA for headings and Seravek for body text. They have excellent legibility and readability on print material. If unavailable, Arial is a suitable replacement.
OpenSans should be used in any web applications. The default fallback font is Arial.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (1234567890 .,!@£$%^&*)
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (1234567890 .,!@£$%^&*)
CorporateA Bold Italic
Aa
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz (1234567890 .,!@£$%^&*) Serevak Regular
lication should preferably be set in upper & lower case, flush left with ragged right. Capitalization is only suitable for headings.
Serevak Bold Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (1234567890 .,!@£$%^&*) Serevak Light
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Main Logo
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OPTIONONE
Primary Logo
Alternative Logo
Logo Construction
Alternates
EST.1997
EST.1997
BAGDA’S AUTO SPARES LTD
BAGDA’S AUTO SPARES LTD
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Other Logos
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OPTIONTWO BAGDA’S
AU TOS P AR E SL I M I TE D
Primary Logo
BAGDA’S
AUTO SPARESLIMITED
Alternative Logo
OPTIONTHREE
AUTO SPARES LIMITED Primary Logo
AUTO SPARES LIMITED Alternative Logo
MISCOPTIONS AGDA’S
AUTOSPARESLIMITED
S
BAGDA’
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