Rebranding a global risk management software business

We love a good rebrand. Especially one from a global business like Brady PLC. Brady are a risk management software solutions business who produce software for global commodity and energy trading.

It is also a joy when a enquiry comes via our own website and through an organic search in Google.

We were contacted over email by the Marketing Team at Brady plc who have their head office in London, to provide a quote to redesign their logo. We’re firm believers in good lines of communications with our customers so the first thing we did was pick up the phone. After a short conversation, we agree that we would quote for a logo, but also for a full rebrand which would include stationary design, word and Powerpoint templates, banners and brochure design.

Redesign and rebrand

After offering three levels of cost, Brady opted for the full rebrand option. They had already done significant market research and competitor analysis that they shared with us along with a thorough brief.

They key component once we had that information, the first stage is always to create a number creative solutions for the design of the logo as this forms the cornerstone of any brand identity.

We presented a number of designs that approached the problem from 4 different perspectives. One of which included their own ‘ahead of the curve’ concept.

The feedback was very positive and the next stage was to develop the two or three designs they favoured. This stage of the becomes very collaborative and we always try and include as many of their comments as possible, whilst retaining the option of suggesting if something wouldn’t be the right direction.

The final design itself focusses on the ‘ahead of the curve’ using the crossbar of the A to create this ‘curve’ within the logo. We were also careful in ensuring the design of the cross bar used a perfect circle. This negative space went on the form a ‘dot’ which provided us with the vehicle for the visual style and also used as the signify for the logo.

The logotype was created using a customised version of the typeface Slate. The decision to use this as the foundation was because it was a modern sans-serif typeface designed in 2006, and it is designed for high levels of legibility.

This typeface family went onto be used as the main one throughout the brand identity because of it’s flexibility, which included various languages available within the Pro family.

The biggest problem we faced was colours. Because their product is purely digital we needed a primary and secondary colour palette that would work in print and onscreen. After exploring a number of different options, we produced an 11 colour A1 wet proof of the main colours showing both CMYK and Pantone options. Because of our relationship with Galloways in Cheshire (we rebranded them as well), we were able to press pass this. And it was definitely worth while. Brady had specified an orange that appeared yellow on some of their own screens. When we sent the wet proof down to London for approval the were stunned by how orange it was. The problem was overcome by choosing some more colours in the yellow range and sending small pantone swatches to them. It was important to get the pantone correct because the logo design features a black over print on the A’s crossbar.

The final project included:

• Logo design and various formats produced for print, digital and social media
• Brand identity guidelines
• Stationery design
• Word Templates
• Powerpoint templates
• Banner stand
• Pop up banners
• Brochure design and a number of brochures designed and printed for them
• Icon design
• Custom typeface design

A challenging but successful design project has yeilded a very happy customer and hopefully the start of a very long working relationship.

When I asked why choose a small boutique design agency in Bury, Manchester over a London agency, the Marketing officer said, “we wanted to work with the best of the best.”

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