Ki Teknology, the result of a merger between Intermedia and Kepler Tech Inc., is currently in the process of launching its new brand. Designers recently presented the following two designs for the new company’s logo, and management ultimately decided to move forward with the black logo in lieu of the blue. Here’s how we got there:
Going through the exercise of creating a new brand forced management to take a second look at what Ki Teknology means to its customers. Surveys, customer questionnaires, and outside-consultants were all used as part of the process of reexamining what meanings consumers have traditionally associated with Intermedia and Kepler Technology, and what meanings management ideally would like the new brand of the merged entity Ki Teknology to inspire.
Consumer preference in software and web development is largely determined according to rational elements, such as quality of end-product, customer service availability, and ability to consistently meet project deadlines, -but with the ocean of developers out there currently servicing international markets the emotional elements that influence customer preference cannot be underestimated when it comes to differentiation.
Ki Teknology, the result of a merger of two companies well known in Latin America for extremely rigorous development and testing processes, needs a brand that reflects the gravity of this process and the emphasis on the quality end-product this process consistently creates.
Ultimately, the consensus was that the black logo best reflects the emotional elements of professionalism and dependability, - critical factors in any cross-border business relationship. The brand logo is meant to help create loyalty and preference amongst international consumers, and to help promise international markets the dependability of product and service for which the company is already so well known within domestic markets of Latin America.
I'm posting some of my favorite comments that came back in the surveys, -entonces:
ReplyDelete-------------------------------------------
"Is this for logo masthead type of material? I'd go black, blue looks like the onstar logo."
--------------------------------------------
"The black one. Blue is too subdued, too predictable, too iLogo. The black one gives the orange an edge."
---------------------------------------------
"Brand question:
Is technology misspelled on purpose? "Teknology"
The color depends on what image you want to project into the new market.
Also , what is the character of the Kepler, which image fits it best
based on the following based on the way the company culture feels. Calm
& supportive & , or aggressive & independent
Black is a dominant color, bold & strength . If you want to be viewed
as a more aggressive entrant or more authoritative, go with black & wow
them. Black has downside that is negative though, death, bad guys
etc, and can be overwhelming
Blue is more of a calm soothing & trusty feeling color, so if you want
to be a trusted & wise partner, loyal, etc, go with that. Downside
is blue can be perceived as boring, & I guess you don't want to enter a
new market looking like a pussy, but it is probably the most popular
color. Going with Blue/trusted sage might be a better play & would be
a lower risk as far as the chance of the of the color being perceived
on its downside(at least for a software solution provider/consultant).
For a solution provider, probably the more calming/trust effect might
be desired, rather than potentially abrasive."
---------------------------------------------
"it looks like an m+m"
---------------------------------------------
"I think the blue is better, less harsh and you asked for my advice, personally any fading and drop shadows are "dated" all being phased out actaully b/c printing a logo like that is a serious pain, if you are doing ads or cards or any sort of a presentation for marketing materials, which if they are growing a business is what they will be doing. I do this everyday. and I send logos back to little Piece of crap companies whose logos are faded. I wont use them, we cant reprint them and they have to redesign them and it makes them look like crap and like they dont know what they are doing.
They are both proffessional. I like blue. its more welcoming and universally user friendly."
---------------------------------------------
I agree with the choice for Black. We're going through the same sort of exercise here with our logo. Fun stuff!
ReplyDeleteNice work Adam,
Dave