TiHive brand identity brand redesign
ICONIC PROPOSAL V1.0 02 2021
we are a globally working branding agency
We are pleased to make you an offer for a re-
Identity is largely based on the perception of
branding and brand identity strategy in order to
expressions, behavior, patterns and impressions
position your company in the most relevant way
that can be condensed into an overall picture. The
possible and design an iconic brand with a lifestyle
same applies to the corporate design or the digital
approach.
appearance. It is only the uniformity of essential design elements that leads to a clear appearance.
Our aim is to further develop the brand appearance
Uniformity requires joint agreements, rules and
and the identity of the brand in such a way that this
guidelines, with regard to the basic elements of a
further development contributes to increasing the
branding and marketing strategy.
level of awareness, communicates the range of products in a comprehensible manner and creates a
We’re all about helping companies get to grips with
clear competitive differentiation.
their brand and fall in love with it.
Giving visitors the space to explore with their own
Ultimately, we want you to work with us and use
imaginations, we want to create the recognition and
our services, to help you deciding for the strategic
curiosity around your brand. We will be designing
next steps in company and brand development.
the most expected thing in the most unexpected way to earn attention and build brand fame and spark interest in your products. It must be ensured that the brand architecture and the visual appearance are prepared for current and possible future requirements. By means of a professional and consistent presentation, the company’s special competence can also be underlined in terms of communication.
what we do best
our heartbeat
how we work
what we believe
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Strategic positioning
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Start-ups
We work flexibly, quickly and with a holistic
We believe that social relevance has an
•
Naming and brand development
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Product & Service Innovations
approach.
entrepreneurial value. It’s not a ‘nice to have’. We
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Corporate identity and design development
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Digital Innovations
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Integrated communication campaigns
•
Cultural projects
We are tired of endless agency/client feedback
successful when they meet a need in society or
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Marketing in print and online
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Projects with a socially relevant focus
loops and therefore get to the point quickly. We
when their services help people to better achieve
•
Websites and online communication
work in close cooperation with you. At eye level.
their goals.
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Packaging strategy and design
As partners, we do not see ourselves as service
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Video / Infographics / Animations
providers. The more you involve us, the more you
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Environmental design
benefit from us.
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3D design and AR/VR
believe that companies and organisations are
We say when we find something wrong.
How we develop brands
measurability
accountability
A core value is a benchmark to which one is committed and
It is not the uniqueness of the core values that makes a brand
against which one can be measured.
special, but the willingness to be held accountable for them, by anyone.
We don’t think about what you can deliver to the market to please. We think about what is unique and special about your offer. The focus is on whether your offer simplifies people’s lives and work or helps solve an existing problem. We focus on the values of a company and its people. Because a successful brand is based on the following clear criteria:
criteria of branddevelopment
nonnegotiability
practicability
Much can be negotiable in the business world. Not so the core
The core values of your brand serve corporate orientation,
values. A brand increases the value of your company,
leadership, product development and customer loyalty.
retains employees, attracts the best talents and turns your customers into brand ambassadors.
We help you strengthen your brand at every
Our work process is not linked to a single brand
touchpoint and every level of communication,
model. We make use of various approaches. We
and help you realize your full business potential.
always go through five successive phases that
Whether start-up, market launch, relaunch or
include different work steps. Depending on the task
merger – we support you in positioning your brand
at hand and the client’s demands, these are applied
future-oriented for the digital transformation. We
in a modular manner.
always tell you honestly if we do not find something strategically meaningful.
why brand building is necessary
why your brand is important
In today’s world of mass disruption, branding
BRANDING ANSWERS IMPORTANT BUSINESS
is more important than ever. People don’t have
QUESTIONS LIKE:
relationships with products, they are loyal to brands.
BRAND BUILDING GENERATES TRUST
BRAND BUILDING INCREASES AWARENESS
A professional appearance is important in
Businesses that are well branded stand out:
In a movement strategy created by a creative
•
Why do we exist?
establishing credibility. Consumers may think twice
agency, brands have a purpose that people can get
•
Why are we doing this?
about doing business with a company that appears
behind. Brands can inspire millions of people to join
•
What is our process?
unpolished or illegitimate. Emotional reactions to
who they are and the audience they’re looking to
a community.
•
How are we dealing with clients?
the look and feel of a brand are hardwired into our
serve
•
What’s the problem we are solving?
brains, and those reactions can heavily influence
Most people think branding is just the design of a
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What is the unmet human need?
buying decisions.
nice logo. Branding is definitely much more. You
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What’s our motivation?
need a strategy to achieve growth for your brand.
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What’s the customer benefit?
This will make a strong brand.
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What’s the brands’ promise?
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What’s different to what’s already out there?
•
•
Businesses that have a strong understanding of
Businesses whose brand clearly communicate why they’re better or different from the competition
BRAND BUILDING CREATES CUSTOMER LOYALTY WHAT IS A STRONG BRAND? Consumers are attracted and loyal to brands that
Branding is fundamental. Branding is basic. Branding
share their beliefs. When developing your brand
•
It’s what you stand for.
is essential. Building brands builds incredible value
messaging, it’s important to communicate your
•
It’s the idea that you’re known for.
for companies and corporations.
values to help build that emotional connection with
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It’s the identity that gets you recognized.
your target market. Allegiance to a brand can often
•
It’s the image that makes you memorable.
It is the way you define your business to yourself,
last a lifetime and is many times passed down to
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It’s the concept that defines your services.
external audiences, and your employees. It embodies
children and grandchildren.
•
It’s the offer that makes you sought after.
•
It’s the belief that your customers buy into.
the core of what your business is and what you value. It’s your tagline, your advertising messaging,
BRAND BUILDING TAPS INTO THE POWER OF
•
It’s the business that your staff represent.
your store’s signage, your employees’ uniforms,
PSYCHOLOGY
•
It’s the reputation that gets you talked about.
the way your customer service team interacts with
A strong brand will influence your current and
No branding, no differentiation. No differentiation,
customers.
prospective clients’ response to your products
no long-term profitability. It’s the marketing that
and services. It is essential your business’ logo and
drives your sales. It’s your brand that drives your
visual identity align with the attitudes, aspirations,
business!
your packaging, the interior design of your office,
and needs of your target audience. Many elements of design — colors, shapes, patterns — evoke different emotions in different audiences. This is why customer research is a critical first step of any brand development!
It’s the most important thing to get right!
selected partner
we work globally locally MOSCOW BERLIN ISTANBUL
NEW YORK
SHANGHAI
SÃO PAULO
JOHANNESBURG
building a challenger brand THE SITUATION
THE TASK
TiHive is a vision systems provider for industrial
We develop a brand identity that functions as a
IoT. They help industries optimize and save raw
challenger brand and can compete with established
materials. The Company offers a plug and play
brands in the market. The brand should be younger
imaging system based on terahertz light,
and more playful, rebellious and innovative but also
combined with AI algorithms. Their solution offers
approachable and human. It should be perceived as
its clients a real-time quality check that ensure
innovative in the market and radiate flexibility,
product compliance and reduce raw material
creativity, seriousness and expertise.
waste. It includes a transmitter and receiver, which, reveal physical characteristics or quality
Building on this brand, we are developing a digital
indicators in products, that have previously been
company presentation that can be modified and
impossible to measure. It is benefiting consumers
expanded for further purposes in the future. For this
and the environment.
purpose, an image library and a corporate design including stationary (including newsletter template
The Grenoble-based company wants to start a
and presentation forms for trade fair appearances)
rebranding process, because their existing brand
will be created.
does no longer correspond to the market requirements and standards. The company is
Our work is divided into four successive work
looking for a creative agency that will create a re-
phases. Each phase contains different work steps,
branding and help them to become a trendsetting
which are modularly applied depending on the
company with a best-seller brand strategy
customer and the task.
focussing on the European market.
phase 1: analysis brand scan and brand mapping This phase is the start of every project. We want to understand your requirements and define common project goals. GOALS •
Get to know the company
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Obtain requirements: Which target groups does the product / service serve?
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Against whom does the product / service compete?
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Understand the context, where the brand stands and where it should go.
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Summarize the task
USUAL WORK STEPS
RESPONSIBILITIES
•
Desktop research of the brand from the point
Client compiles research, marketing and other
of view of the customer and from the point of
relevant material and sends it to the agency. The
view of the company
agency reviews the material and creates an agenda
Investigation of the current appearance of the
for the workshop and reviews the previous brand
brand across all channels, in terms of content
idea.
•
and form •
Kick-off workshop with the client
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Description of the market situation and
RESULTS
industry trends
Evaluation of the findings, initial workshop, definition
•
Target group definition
of a clear briefing (tasks and specifications), a
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Analysis of competition
common understanding and a common project plan.
•
Analysis of previous communication
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Environment analysis and analysis of name
TIME REQUIRED DEPENDING ON ANALYSIS
trends
INTENSITY
•
Review of the previous trademark idea and pre-check of the trademark protection options (DPMA & EUIPO)
•
Qualitative market research if necessary
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Quantitative market research
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Store checks
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Benchmarks
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Client personas
2 weeks from project start
phase 2: positioning and brand architecture
USUAL WORK STEPS
RESPONSIBILITIES
•
Conducting interviews with members of
The client clarifies the availability of the participants
management, employees, customers and
and decision-makers of his team and ensures the
competitors. Usually we calculate with six face-
decision-making ability. The agency conducts
to-face interviews (optionally also via Skype).
individual discussions and summarises and presents
Examination of product promises, product
the results.
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benefits, product history •
Formulation of a vision and a mission statement
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Portfolio analysis: symbolic value, emotional
• GOALS
•
Creation of a brand positioning. Depending on the task, we use different brand models: the brand steering wheel by Esch, the holistic model by Henrion,
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Ludlow, Schmidt, the diamond model by McKinsey, the pyramid model by Kampferer, Bates’ brand steering wheel, the golden circle model by Sinek or the brand model by Aaker. The following criteria form the basis of our brand development:
value, status value / prestige, added value
A confirmed brand strategy, positioning, personality,
Functional brand positioning: what does the
brand values. A recommendation for the brand
company do (what is offered)?
architecture, design briefing.
Emotional brand positioning: what does the company stand for in the industry and in the
TIME REQUIRED DEPENDING ON ANALYSIS
minds of the target groups?
INTENSITY
What makes the company unique and what associations result from it?
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Competition: how does the company differ from other “market participants”?
VALIDITY
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Does the brand deliver what it promises? RELEVANCE
Target groups: who are the target groups and how are they addressed?
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Definition of strengths and weaknesses
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If necessary, trend analysis: Which trends give
Does the brand promise have any significance for the target group?
6 weeks after phase 1
What is the attitude of the company’s employees and founders?
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RESULTS
the product / service a boost? •
Development of a core positioning of the brand
DIFFERENTIATION
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Definition of values and tonality
Is the brand promise different from that of other suppliers?
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Formulation of a central communication idea
1st Presentation Date
phase 3: creative concept GOALS
PRODUCTION
RESPONSIBILITIES
In this phase we create the visual appearance of the brand so that it can be used
During production, we will finalize the selected CI
The client clarifies the specifications for the
and communicated in all relevant media. For this purpose, the basic elements of
route and create print-ready logo files in 1C and 4C
application and use of the brand. The agency
the visual identity are defined. The phase comprises the following steps:
(and possibly with spot color(s)), as positive and
ensures that the applications work in the required
negative versions, and acquire licenses and files for
formats.
WORK STEPS
fonts and images. RESULTS
•
Development of two different design concepts (presentation via
BRAND GUIDE
moodboards) •
•
Design elements for the brand
Evaluation of the concepts on the basis of the brand and design attributes
In this phase we summarize the work in a small
•
Exemplary applications
defined in advance
brand guide and inform about the correct / wrong
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Visualization of the brand architecture
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Selection of a concept
use of the logo, fonts, colors, visual language and
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Digital Brand Manual
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Further development in detail and development of:
graphic elements. The brand bible is produced as a digital version. All images are example visualizations
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Logo or trademark
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brand structure
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colors
Exemplary use of the design elements in 3 selected
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tonality
applications, e.g:
•
typefaces
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design principles
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Visualization of a landing page
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illustrations
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Visualization of an advertising medium
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photography style
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Visualization of online advertising
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Visualization of an HTML Newsletter
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Visualization of a social media presence
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Visualization of a presentation master slide
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Visualization of a spacial presentation of the
TIME REQUIREMENT
with the exception of the logo files. 4-8 weeks after phase 2 Several face-to-face and presentation meetings with the client
brand
phase 4: testing OPTIONAL SERVICES
RESULTS
•
Language testing in the target markets (external
The results are evaluated in the form of presentation
examiners)
charts. As a rule, a slide with a diagram and a short
•
Title protection search
commentary is created for each question. Where
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Stock brand verification
useful in terms of content, sub-group analyses of
•
Preliminary assessment under trademark law by
selected questions are also presented graphically.
trademark attorneys •
Title protection search
TIME REQUIREMENT
GOALS
4-8 weeks
Brand name and brand testing
3rd Presentation Date
WORK STEPS •
Panel-based online survey to test brand names and the brand
•
(CAWI = Computer Assisted Web Interviewing)
•
x countries and x language versions
•
Number of cases: x results per country
•
Data preparation and analysis includes a manual consistency and plausibility check.
LANGUAGE TESTING, EXAMPLE ENVIOLO
cost estimate based on our current assumptions of the scope of the project. All phases are optional and can be ordered independently. Phase
Tasks
Phase 1:
Current appearance of the brand across all channels
Analysis
Kick-off workshop with the client (online)
Brand scan and
Challenging the target group definition
brand mapping
Analysis of competition
Costs 3.600 €
Phase
Tasks
Phase 4:
Panel-based online survey to test brand names and the brand
Testing
(CAWI = Computer Assisted Web Interviewing)
Costs 11.450 €
1 country and 1 language version
Analysis of previous communication Environment analysis and analysis of industry trends
Subtotal
Review of the previous trademark idea and pre check of the trademark protection
10% Project Management
options (DPMA & EUIPO)
Total
Benchmarks
40.250 € 4.025 € 45.275 € excluding tax
Client personas POS Analysis Consumer/B2B Analysis Phase 5:
Concept roll-out, design and programming of the website
5.000 - 50.000 €
Execution
Layout, color and typography management, proofs. Data transfer + correspondence
(estimates around
with printing supplier Phase 2:
Six interviews
Positioning
Examination of product promises, product benefits, product history
and brand
Formulation /challenge of the vision and a mission statement
architecture
Portfolio analysis: symbolic value, emotional value, status value / prestige, added value
8.600 €
Final art work and pre-press
Definition of strengths and weaknesses
Additional
Rights transfer, image licences
Development of a core positioning Challenging of values and tonality Formulation of a central communication idea
Our offer does not include external costs such as travel and accomodation, which we will pass through without surcharge. Additional change requests will be charged according to time, effort and hourly rate in consultation with the client. As far as possible, a cost estimate or an additional offer will be prepared.
Phase 3:
Design research, mood boards, core design elements. Development of two different design
Creative
concepts (presentation via moodboards). Evaluation of the concepts on the basis of the brand
All prices are excluding value added tax. Our General Terms and Conditions, available on our
concept
and design attributes defined in advance development of: Logo or trademark, brand structure,
website or on request, shall apply.
colors, tonality, scripts, design principles, illustrations, picture style, typography, graphic elements, icon library, illustrations, Image tonality, basic website mockups. Defining a design language in a corporate design manual with guidelines.
20.000 €)
Design elements production (photography, illustration, ...)
16.600 €
TBD
our work examples
re-branding and re-positioning
nuvinci cycling before WE MOVE PEOPLE BETTER
PARENT COMPANY
COMPANY LOGO
1ST PARTY INTEGRATION / INGREDIENT BRAND
26 PRODUCT AND PRODUCT-GROUP LOGOS
For the repositioning of NuVinci Cycling, manufacturer of stepless bicycle gears, we developed a new name, restructured the product portfolio, and developed a new consumeroriented brand.
with our stepless and automatic shifting solutions
3RD PARTY INTEGRATION / INGREDIENT BRAND
...
after
1
1
The new name comes from the company’s internal abbreviation
The German Design Council awarded our design as the 2018
for “NuVinci optimized” - NVO - and “velo”. The logo was derived
bicycle brand of the year.
from the gear technology of the product.
A smart-phone application is currently in development, which can be used to both set up the gear hub as well as a dashboard
All products were re-designed by choosing combinations of
to change gear ratios during the ride, with an animated steep hill
matte and reflective surfaces, incorporating the logo in a way that
illustrating the current setting visually.
it would not clash or compete with the OEM bicycle brands.
PURE SALMON BRANDING UND CI
MARKENZEICHEN
Starting from a logo specification of the company, we have we have defined the various possible uses for the international use defined
BRANDBOOK
Brand book with golden circle
naming and user experience
upday
Upday is the result of a strategic partnership that Axel Springer and Samung formed in 2015 in order to develop new digital media formats for users in Europe. In March 2016, Upday was launched in Germany, France, Great Britain and Poland pre-installed on the Samsung Galaxy S7 and S7 edge smartphones. Today, Upday has established a total reach of more than eight million monthly unique users in a very short period of time. We guided the naming process of the application together with Axel Springer in Germany.
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ICONIC BERLIN
Iconic GmbH Rudi-Dutschke-Str. 26 10969 Berlin sm@iconic-berlin.com +49 30 34 668 110 www.iconic-berlin.com