Corporate Identity and Brand Team

Corporate identities are the image of companies, products or individuals which is carried across multiple media with a consistent set of values. When our design team embarks on a complete branding project it all starts with the subject, "what does this brand represent?" This can be answered from the perspective of the client or from the angle of the consumer. In most cases it reflects a compromise between personifying an identity which expresses the values of the people behind the brand, but also must be communicated on the level the consumer identifies with.

Information on the above brand / identity samples

ecolottalove.com
This startup business wanted to create a brand for their hand-made collection of candles and other eco friendly gifts. When approaching this identity we considered a number of icon based designs, however with an ever expanding collection of products (which may or may not include items in the future) we started moving towards a "logotype" approach.

Although many individuals would replace a letter with an object, after some exploration the V became an opportunity for a "heart" shape. Therefore by tweaking the V the new corporate identity began to take shape.

This new V design then became the de facto "logo" for the company, we designed patters for labels and wrapping paper, but also for stationary and other paraphernalia. As the brand developed, the clients also saw this logo "V" being applied to their flagship candles as an "embossed" element.

CLAC - Christian Labour Association of Canada
As one of Canada's fastest growing and largest labour unions, CLAC felt it was time for an image overhaul. Their previous brand or organizational identity, had been created in the 1970's and with the turn of a new century and shifting demographics it was felt change was due.

From the outset the clients did not want to change the elements of the previous logo, the lettering and maple leaf, nor did they want to change the colours. Therefore our brand exploration relating to the logo focused on fonts, colours (hues and shades), and elemental relationships.

Creating a balance between the maple leaf and the lettering in the corporate identity was important to stress the name, but not lose the "Canadian" background. The final relationship placed the maple leaf over the C of Canada both esthetically pleasing while keeping context.

The obvious angle created from the leaf onto the A was the influence for the diagonal elements, with CLAC always in the forefront, always leading. As a progressive Union we felt this was a very important element of the design, and carried it forward across the entire organization.

Javaworks Coffee
An enjoyable project from the start, the client wished to have no stereotypical imagery in their logo (coffee beans, cups etc.) this allowed us to focus on a brand with less cliche and more resonance with coffee drinkers.

The overall logo developed into a "seal" similar to those found on tea boxes from the early 20th century. In the deep rich brown it expressed the full roasted flavours of Javaworks Coffee, which complimented the secondary colours in the stationary, letterhead and labels.

Madan Chartered Accountant
Located in Mississauga, this startup Chartered Accounting firm wanted their corporate identity to be one that reflected confidence and size. Not wanting a fussy "icon" or logo, this client wished to have his brand stand up as professional and trustworthy, therefore the identity kept clean, with a fresh colour palette.

The design of his corporate identity was then applied to his stationary, website and form files (provided for word).

Vision Screw Products
An established rivet and screwpost company based in Mississauga, Vision Screw Products (VSP) wanted to redesign their logo to better reflect the products they products, in particular their ability to work with and produce difficult and sophisticated pieces.

The final logo was a direct representation of one of their flagship products, one that could only be produced by a custom piece of machinery they designed. As the brand was carried forward elements relating the engineering were added, and all photography was placed on the sell sheets "actual size" to give a real feel for what they can do.

Simply Clean
Although a speculative project, this was a great deal of fun for our designers. An environmental cleaning product with a full lineup of applications.

This corporate identity focused on the product line, applying a renewable circular design with eco colours and shapes, both reflective of nature (leaves) and water (a major part of all cleaning). This branding was carried forward and applied to everything from stationary to packaging to promotional products.

If you would like to see more samples of our corporate identity work please contact us, and we can arrange a portfolio interview.