Q: What do an autism awareness charity and an accountancy practice have in common?
A: They both invested in creating a brand identity.
Autism Parent Empower wanted to raise awareness among families with children with autism letting them know that they could access key interventions locally.
Sigma Partner’s challenge was very different. They needed to communicate a change to the business name, as well as stand out in a crowded market. So investing in a new logo was an important step for Sigma.
They both had very different challenges, yet the solution was exactly the same …to invest in a stand-out brand identity.
Creating a stand-out Brand Identity
A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.
Turquoise Creative has over 25 years in Brand Design, Logo Design and Brand Strategy. We have the tools you need to build and maintain a brand that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients.
Please give us a call on 07813 33978 or 01293 886805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.
Sigma Partners is a firm of experienced and qualified Chartered Certified Accountants with a long record of excellence. From our base in Mid Sussex we are well placed to meet the accountancy needs of any small and medium sized business.
It’s a competitive world!
The results of a Google search for ‘Accountant in <your county>’ returns pages and pages of suggestions. This just confirms how competitive the accountancy industry is. Add to this the emergence of cloud technology, accountancy practices need to adapt and add value in order to stand out from the crowd.
Out with the old…
We met a forward-thinking team of partners in July 2016, whilst they were still trading as Wilder Coe. At the time, they were going through a restructure of the business. The evolution meant a complete name change was required and a new brand identity design that could incorporate two parts of the new business; the accountancy practice and the payroll bureau.
In with the new…brand identity
The steps to create a brand were completely unknown to the partners, so they were extremely happy to be guided by us throughout the process.
Firstly, we needed to come up with a new name. The name needed to reflect the firm’s experience as qualified Chartered Certified Accountants and their long record of excellence. It had to appeal to their target market; budding entrepreneurs established businesses and individuals in vocational fields.
During a fun and energetic meeting, which we facilitated, the partners decided on the name Sigma Partners.
The next step was to develop a series of brand identity designs playing on the sigma symbol.
The uppercase sigma is familiar to those regularly using spreadsheets, however, the lowercase sigma symbol is not so well known and this is what we incorporated into the logotype to create a subtle but memorable identity.
60% of the time people will decide if they are attracted or not to a message – based on colour alone!
Colour can increase brand recognition by up to 80%.
The dominant colours for the Sigma brand are green and blue. Green symbolises life, vitality, balance and energy. This gives Sigma’s clients the reassuring feeling that they are qualified to assist their business.
Green is associated with growth, harmony, freshness, safety, and the environment. Green is also traditionally associated with money, finances, banking and ambition.
Blue is a calming colour that denotes security, confidence, intelligence and trust. Deep shades of blue are a sign of expertise, further endorsing the comfort that Sigma’s clients are in the hands of a qualified and skilled accountancy practice.
To reflect the local area where Sigma’s clients are based, landscape photography from around Mid Sussex has been used on the website, creating an energy and balance to the brand.
Consistency across all communications…
The new logos have been implemented across all communication channels, including stationery, advertising, website, signage and social media.
The lowercase sigma theme can also be seen throughout the website.
The future for Sigma Partners
Sigma Partners now has a clean modern image and a new face to promote to their target market. Their new brand identity underpins how they help small and medium-sized businesses in the Mid Sussex area to plan their business, handling all aspects of taxation from self-assessment to corporation tax, assisting in financial planning, audit and provide business consultancy.
“ From the beginning, Steve was fully engaged with the project and completely understood what we wanted to achieve with the rebrand.
All of the design concepts he produced were excellent and produced a considerable amount of dialogue between the partners!!
His vision and creative input was excellent and also keep the project moving and on track, whilst also advising on other items around the rebrand. We are all delighted with the outcome.”
What does your brand image say about you?
In order to flourish and grow, businesses need to evolve, just as Sigma Partners has done. If you feel that your brand no longer represents your business and you would like an informal chat to see how you can refresh or completely change your image, feel free to call us on 01293 886805 or email us.
One of the most interesting projects that a graphic designer can take on is to design a brand identity. It is so exciting to create logo options based on market research and add a touch of design magic through the creative process. Then finally narrowing the design down to an approved logo and seeing it out in the world for all to view, is a very rewarding experience.
Brand… unified vision
However, most of the time, a logo is not enough. Large businesses with layers of management require a thorough brand identity system that provides a unified vision along with marketing tools that help build the brand.
Brand… identity kit
Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.
A successful brand identity is built around these
How may of these characteristics does your brand identity capture?
Unique business “look and feel” and on-brand message. Make sure that the way you write and talk about your business is unique and your graphics stand-out and cannot be confused with the competition.
Repetition helps clients and prospective clients remember and relate to your business. It takes between 6 and 12 contacts with your business for customers to truly remember and connect with your business.
Consistent use of your logo and strap line on all marketing materials. To build a strong brand for your business, you need to have a unique visual design. This needs to be consistent throughout all of your marketing material.
Memorable devices make your business stand-out. You’ll be able to create a memorable brand through uniqueness, repetition and a consistent approach of all marketing material. Make your visual graphics memorable by creating a unique logo and brand styling.
Graphics with meaning make your business’s messages come to life via symbolic graphics, colours and typography choices. Meaningful text gives depth to your developing brand and more importantly, your audience will be able to understand the meaning in your graphics and text.
Clear graphics and text communicate your message in an understandable way. Make sure that your graphics are sharp, clean, simple and meaningful. Make sure all text expresses your brand and is in no way confusing.
Brand honesty is key to delivering your brand promise and doesn’t alienate you and your company… or even worse damage your client relationships and your overall brand.
Brand personality of your business helps you appear different and unique. Clients can immediately tell that all of your branded materials are coming from your business. If you’re the owner of a one-person business, your brand identity might resonate with your own personality. If your business is larger, or if you want to make it appear larger, you can create your own brand personality to connect with your potential clients.
Professionalism in all things, from the quality of your graphics, to the way your text is written (proofreading is essential!), to your personal presentation: the way you talk, dress and speak. Professionalism in customer service and in the way you treat people you meet is always important. Follow through on your offers and promises.
When you include all of these characteristics into your brand identity, you’ll have a business look and feel that will really help your marketing messages to be taken seriously: one that will enhance your overall brand.
If you’ve considered these characteristics and feel that your brand is falling short and letting your business (and your customers) down, feel free to give us a call on 01293 886805 or email us.
Your brand is more than your logo. In a commercial context, brands are all about connecting customers to businesses. Your logo and its ability to send out the right signals about your brand and what it represents is an all-important connecting tool in your business armoury. But it’s not the only tool.
To make that logo as powerful as possible and to give it an appropriate context, it’s essential to first identify and define the heart of your brand, its purpose and its cause. This is what branding means in the truest sense.
I’d like to share with you, exactly what that means for your business.
There are five key points to consider about your brand:
1. If marketing is how your business goes-to-market, then your brand is your Marketing Director, informing the focus of all marketing activity. From the products and services through to your people, your environment, processes and support systems – it encompasses your entire business proposition! Marketing without brand clarity is like playing the lottery, characterised by the highs (when you get lucky) and the lows (when you’re not) and having no idea of what’s working and what’s not. It’s a frustrating and inconsistent approach which doesn’t need to happen. Is your brand’s proposition clear and compelling for your most valuable customers and advantaged versus competitors and reflected in all your brand does?
2. Brands are all about making the right connections for your business. The right connections allow your business access to the right customers, the right channels, the right prices, the right territory in the market. Is your brand set up to make the right connections? Is it better at making those connections than your direct competitors?
3. Who are your most valuable customers? What are their needs? How does your brand address these needs, so it becomes the best solution for these people? Brands (not blands!) are defined by their actions. They stand for something clear and valuable to some and stand out from their competitors as a result. A powerful brand can clearly project what it represents and why that’s valuable to those it wants to connect with.
4. A brand is a promise, it’s not a logo. What does your brand promise and does it keep to it every time? What is its sense of purpose and how does that resonate with your most valuable customers?
5. What is your strategy to create tribes of Raving Fans – customers who love what your brand does for them, so they not only do they keep coming back for more want more but will also, crucially, willingly and strongly recommend your brand to others. Businesses that successfully and profitably create Brand Fans typically grow 2.5 times faster than those businesses in their market that don’t. Now that’s worth having and exploiting!
So, there’s a lot more to ‘branding’ than that all-important logo. If you correctly gear your brand to your business, it will become one of your most powerful growth enablers and you should be using it for all it’s worth.
Is your brand working as hard as it could be to take your business to the next level? We’d love to discuss that question with you and explore what more could be done – why not get in touch!
Firstly, you are probably wondering what exactly is a brand refresh. A brand refresh can be thought of as a facelift or renovation of your brand. It is not a total overhaul of your brand (that is always an option) but something far simpler.
Why would you consider a brand refresh?
We all know that change is a fact of business life. Businesses evolve. New products may be introduced appealing to a new types of customers. So whatever size your business is you must adjust to reflect your changing business and stay one step ahead of the competition.
Branding is all about distinguishing yourself from your competitors. But in marketing, it’s not just about differentiation, it’s about setting your brand apart and standing out from the crowd. Is your brand an asset or a liability in that endeavour?
So, to change the way your company is perceived a few tweaks here and there to your branding will help.
By making simple alterations to your branding and positioning, you can:
Maintain your brand’s integrity
Inject a new energy into your business
Iron out any brand inconsistencies
Ensure your company’s image is current in an ever changing world
Generate a buzz among existing customers and employees
Many businesses are taking this route as it requires far less risk than a complete brand overhaul and can get you the results you desire.
Your business may already have a logo that works well, but things change with time and you need to make sure your business doesn’t become out-of-date.
How do you know when it’s the right time to refresh your brand?
If your business is facing one of these 5 scenarios, a brand refresh (or facelift) is definitely worth thinking about.
1. Is your branding out-of-date?
Your logo might have been revolutionary when you started your business, but now it has aged and your business’s image is suffering as a result. Take an honest look at your visual branding and assess whether it’s moving you forward or holding you back.
2. Have your products/services changed?
Is your brand messaging an accurate reflection of who you are and what you offer today, or is it outdated? Most companies grow and evolve over time to stay relevant. As an example, Starbucks originated in 1971 as a retailer of coffee bean roasting, and their brand identity up until 2011 featured the word “coffee” but over the years they have expanded their business to include espresso beverages, teas, ice cream, etc. which ultimately led to dropping “coffee” from their name.
3. Is your branding inconsistent?
Perhaps you use one version of your logo on printed materials and another on your website, along with all the various strap lines because you can’t decide which work. This can be detrimental to your brand. You need to be consistent or your clients won’t understand what you are offering and to make it worse, you may be seen as sloppy and unreliable.
4. Are you reaching your target audience?
Has your target market shifted since you created your brand, or maybe you have changed the audience your product and services are aiming at? In this case, a refresh will allow you to reach exactly the people you want.
5. Is your business preparing for growth?
If your business is adding in new product lines, or considering a merger, then this is a good time to reassess your brand and make sure it has the strength to carry your business through such changes.
If you recognise any of these scenarios and feel that it’s time to review whether your brand is a true reflection of your business, give us a call. We’d love to hear your story and perhaps we can help. Call on 01293 886805 or email us.
Click on the Alkira brand refresh to see more examples
Tuxedo’s Tales is a fun and informative book for children of all ages. Bringing wildlife and the countryside to life through the eyes of Tuxedo. This book will take you on a magical adventure as I tell you all about my year in the Sussex countryside. You’ll read about the new friends I meet and the adventures we have together. At the end of each chapter is a Pearl of Wisdom which will teach you good behaviour, respect and consideration, as well as a few of life’s ethics and morals.
The book includes lots of beautiful illustrations by Katie Tunn. Think of characters with kind eyes, soft coloured drawings; think of a modern day Beatrix Potter and you have Tuxedo’s Tales. I am a real horse I do exist. I am alive and kicking enjoying my retirement being cuddled, groomed, going for leisurely rides and enjoying lots of carrots.
As Tuxedo was a rescued horse, a percentage of the profits of the book will be going to Horse Welfare so they can help other horses to have a happier life. I hope you enjoy reading the book You can buy my book on this website here. www.tuxedostales.co.uk
When establishing the look and feel of your brand’s logo, there are a lot of things to consider. Choosing the right colour can be critical in portraying the right kind of message from your brand.
Is your brand energetic, joyful and alive? Then yellow could be a colour to reflect your personality. If you’re more relaxed and peaceful, then maybe a cool green colour could be for you.
This long-form infographic takes you through some of the most famous household brands’ logos, and analyses the connotations of their colour. It also looks into some of the lesser-known details about a brand’s logo such as the cost.
What’s your memory like? See if you can identify these well-known logos from a sneak peek.
A logo design is the most powerful and visual symbol of a company’s brand. And we’re surrounded by them – on TV, billboards, commercials, walking down the street, on the clothing of the people we pass each day – logos are everywhere! But just how much attention have you been paying?
To test your knowledge on the world of branding, we’ve taken 15 logos and challenge you to guess which company they belong to. But there’s a catch. To make things a little more difficult we’ve hidden the majority of the designs. Take the quiz, test your memory, and let’s see just how well you know your logos!
Volvic unveils radical new branding and logo. The water brand banishes blue and goes for green with a new and very different bottle design.
The French company behind one of the world’s most popular brands of bottled water has unveiled new bottle design and packaging for Volvic. The new label design takes the green volcano of the old design and brings it front and centre.
The graphic has been enlarged and redrawn, giving it much more definition. The brand slogan ‘Filled with Volcanicity’.
Overall, the design is defiantly green. With blue now entirely absent from the label and the bottle. It’s a radical move. Blue is the dominant colour in bottled water branding due to its association with coolness, tranquillity, and clarity.
The new bottle will be rolled out this month, with a multi-platform advertising campaign.
The new designs will also carry through to the brand’s ‘Juiced’ and ‘Touch of Fruit’ ranges (see below):
A Brand Identity is so important to your business because: Stand Out, Make more appealing, Professional, Personality, Who You Are, Rise above the competition.
Everybody knows they need a brand identity. But they don’t always know what one is or why they need it. Perhaps you are unfamiliar with the term brand identity, well, it refers to a logo in conjunction with a consistent design style for the marketing materials for your company.
Below are 8 reasons why your business should have a professionally designed brand identity 1. A professionally designed brand identity can show potential customers that you are professional. You are committed to what you do and have a stable business. No one wants to work with a business that does not look and feel professional.
2. People will make a decision on a company by how it looks. If they like the feeling they get from your logo, they may be more inclined to do business with you.
3. People are very visually orientated. They are far more likely to remember what they see than what they hear or read. So having a logo and a consistent design theme to your business marketing materials. And make it memorable.
4. A well-designed logo and business marketing materials can put you above your competition.
5. Designed and printed marketing materials can make your company look big and impressive even if you are not. You don’t want your business marketing materials to look like they were designed with a Microsoft Word template?
6. Your brand is how people perceive your company. This is the face and personality that customers and prospective customers will know your company by. A well-crafted brand can seriously affect what people think of your business.
7. Your business marketing materials let people know who you are and what you do. A logo can especially help if your company name contains a little-known word or an acronym.
8. If your company is in consumer retail or the design business, you will just have to have a brand identity.
So if you looking to refresh your business’s brand identity, or about to start a new business venture. Give Steve Oakes at Turquoise Creative a call.
Search engine giant Google is rolling out a new identity, which ditches the previous 3D-style elements of the logo.
The new, flat identity, which also features a refined colour palette and updated letter shapes, is launching across most Google products over the next few weeks, according to Google tech lead manager Eddie Kessler. It is already visible to some users on the Google UK homepage.
The update sees Google ditch the shadowing effect it used in its previous logo, which was brought in in 2010.
The moves comes shortly after Google’s search engine rival Yahoo went the other way, introducing a bevelled shadow effect in its new identity, which launched at the start of the month.
Yahoo’s new identity was designed over a weekend by a team led by company chief executive Marissa Mayer, who says, ‘For the texture, we came up with the nice idea of creating a chiselled triangular depth to the logo – this causes the letter Y to appear in the shading at the ends of each of the letters.’
As well as introducing its new logo, Google is also introducing a new ‘app launcher bar’ which allows users to quickly access Google products including Gmail and Google+