Think Design Manchester has used the following skills/services in the project.
Brady PLC are a risk management software solutions business who produce software for global commodity and energy trading.
The brief
Brady had already done significant market research and competitor analysis. The brief was to bring to life their new 'Ahead of the Curve' positioning and help them reach a younger demographic with fresh, modern overhaul of the brand identity.
The approach
The final design itself focused on the ‘ahead of the curve’ using the crossbar of the A to create this ‘curve’ within the logo. We were also careful to ensure 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 its 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 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
The Results
A challenging but successful design project has yielded a very happy customer and hopefully the start of a very long working relationship.
When asked why they choose a small boutique design agency in Bury, Manchester over a London agency, Debbie Bavin, Head of Marketing, said ‘We wanted to work with the best of the best and we have been overwhelmed with the results’.