At the heart of a company’s corporate identity are 4 key foundations: recognisability, brand image, proper associations and emotions and, together, they have a big impact on how the busness positions itself and it’s products and services in the marketplace. Kamreno works with a hand-picked network of highly skilled creatives who provide idents, brand and packaging designs, digital animation / imaging, brand refresh, videos, VR and all aspects of visual aids, using the latest technology available to give you a distinct visual identity that stands out in a saturated market place.
How we work
Creating an impactful and visual brand identity is important to achieving business objectives and, at Kamreno, we use the right tools and processes to help you.
The visual design and graphics of a company and its products impact revenues, even without running any active marketing campaigns. Brand identity is part of both the Promotion element of the classic marketing mix model and the basis for Physical evidence from the broader 7P model.
By creating a visual brand identity system, we control the emotions of customers, and create the desired image of the company and its products.
We analyse progress and the outputs to make sure that the right brand associations are achieving success. Visual branding needs to have an impact on the target audience in a way that supports your sales goals.
The core of professional activity in this area is the combination of graphic skills with the proper marketing approach. Graphic designs must focus on the objective instead of the form of expression. The creativity of graphic designers is at the service of marketing and sales
What is branding?
Branding means visual identity, which distinguishes a company through the use of appropriate graphic tools in all communication channels encountered by potential customers. Coherent marking of products and services in accordance with the brand book is only the first step in reaching the awareness of recipients with the information message, which we want them to remember.
Good advertising also requires means of communication precisely targeted at brand identification and the benefits it is to be associated with. The amount of information with which people are flooded generates the necessity to simplify the narrative and influence on emotional levels. Therefore, even the best sales arguments have little chance of success without the support of appropriate graphics.
Our graphic studio can create any elements building the visual identity. Both graphic signs and designs of utility materials or advertisements.
We specialise in comprehensive brand creation. Our services in the field of brand and image creation include the examination of the company’s activity profile, competition and market environment in order to select the right emotions and associations identifying your brand and, at the same time, implementing the assumptions of the adopted marketing strategy.
Developing a way to evoke the desired image effects and subconscious associations usually means preparing a communication strategy related to the brand. Starting with colours and typography, defining the stylistic direction and form of advertising campaigns, ending with details of what a business card should look like in order to be a tool for achieving the objectives of a coherent image campaign.
Branding often begins with creating a new name for a company or product before moving on to create the logo and book of signs or brand book.
What’s Brand book?
The Brand Book is a manual prepared by professionals in the form of a book. It’s a complete system of visual identification which includes a set of colours, typeface, and designs to be used in various company materials – including letterheads, envelopes, business cards, folders and other documents and business forms. It includes visual outlines on how the different fonts and typefaces must be used. e.g. how information boards should look like and the design of press advertisements or roll-ups.
Logo design
A well-designed logo allows you to “encode” certain emtions and associations into the mind of your target audience that you want to be associated with the company or its product. It forms the basis of the visual identification system of each company and branded product. Logotype is the most exposed graphic element, visible in all corporate materials.
Logo design process
Creating a strong corporate identity requires taking into account the different ways it will be used. Designing a logo is a multi-stage process, and isn’t created until after an analysis of the market and competition (and research into who the company’s potential customers are) has been done. At the beginning of the process, basic information is collected to determine the style or colour scheme preferred by the client before logo design variants are presented to choose from. To help chose the right logo design, the different variants are shown in a way that they might be used in the real world.
Logo lifting
This process is used when rejuvenating a company’s image and adapting it to new types of customers and products. The revised logo retains some of the characteristics of the previous design in order to maintain continuity of the brand identity.
Logo lifting often requires changes in the brand book, for example to update what typography or colours to use. The new logotype can then become the starting point for a whole new visual identity system although this depends on how big the changes are. Lifting often concerns a logo which doesn’t have a brand book. In this case the creation process is similar to a completely new logotype.
Trademark book
While logo lifting or design generates a basic brand identity, its important to clarify how it’s used to avoid situations in which the logo clashes, for example, with the appearance of information on the website, packaging or billboards. It’s worth specifying both the safety framework for using the logo in the surroundings of other graphics and the colours or type of fonts preferred in communication.
The scope of the brand book is defined by the unique needs of each brand and there will be differences when creating a system identification for a company compared to the needs of a single product.