– Identity design
While a company may believe it has a technically or functionally superior offer, consumers’ evaluations are in essence emotionally-based. We are talking about memories here. Concerts, openings, speeches, promotion, etc. Are things that you want people to remember, so the first step was getting rid of the technicalities and embrace the emotion and tell their story.
Feelings happen before thought, and they happen with great speed.
By changing the way the presented their services, from a price list to a methodology, they could start communicating their ideas in a better way. Feelings happen. We make them happen.
We prefer our illogical way of thinking because it’s fun.
Thinking illogically brings the unexpected, spontaneous, different, and makes everything possible. That is the core of this new identity design system. The new brand communicates the movement, the wackiness, the fun of the creative process but yet it keeps the technical “spotlight” in the scene.
Talk to your people
Many elements in the iLogic new brand are intentioned for the Latin American audience.
In Colombia, same as many other places where Spanish is the official language, words in English can be either cool or totally misinterpreted and mispronounced. As the goal of the brand is to bring more people together, not alienating. That’s the reason for pieces like how the brand is pronounced; in Spanish it would sound something like “e-logik”, which was a recognition problem (and also use to drive the owner crazy) and the inclusion of the double exclamation ¡! (also how you write exclamations in Spanish) in the logo. Then some secondary elements like the audience and the idea bubbles were included to reaffirm the brand’s vision of “everyone has a voice here”.