Contemporary branding that instils confidence
Crate47’s corporate id for H+O Consulting has a strong and robust look in keeping with the sector in which they work. The company was set up by two building control surveyors who wanted to combine their years of experience in the field. They wanted the branding to be contemporary while reflecting the serious nature of their work to instil confidence in potential customers.
We delivered: Naming | Branding | Print Design | Website design
Brand naming that marries two into one
Crate47 was asked us to undertake the brand naming strategy as the initial step before going on to consolidate the brand identity. Instead of using derivations of their full names, which seemed too cumbersome and long-winded, we decided to only utilise the initials of their surnames. We felt that it would be much more succinct to use on a daily basis as well as having strong visual identity possibilities from a design point of view. By distilling the name down to the partners’ initials it emphasised the collaboration between the two individuals in the partnership
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A strong logo design with a positive core
A good corporate id revolves around a strong logo design. And a strong logo design is at the core of a good corporate id. All the brand elements should work in harmony to deliver a unified visual identity. It’s always important to bear in mind the subconscious associations that people sometimes make with symbols and visual devices. We felt that an ampersand in place of the word ‘and’ between the initials would be too traditional for the modern corporate id that the client was looking for, and the word itself was too irregular looking. The best option was to join the H and O by placing a ‘plus’ symbol between them giving the logo a contemporary look, and by association, a ‘positive’ feel.
Application of the brand through print and web design
A visual identity only really comes to life when all of its brand elements work together – the logo, typography, colours, etc.. Crate47’s corporate id for H+O utilises a strong logo design combined with bold typography and brand colours that reflect their industry – particularly the hi-vis yellow which is ubiquitous in construction. We undertook the print design of H+O’s business cards and letterheads by sympathetically combining these elements. This continues through in our website design with its contemporary look designed specifically to enhance the client’s online presence. Space is given for the text and imagery to breathe and the minimalist layout allows viewers to navigate the mobile-optimised site easily. It showcases what the company does with case studies backed up by testimonials from previous customers. Also, the supplied text on the main pages has been reworked – not only with SEO performance in mind but also to get the right tone of voice for the company as this too is an important part of the overall corporate id.