Company naming, branding and brand guidline creation

The Brief

Dan and Graeme had a vision, to create a data management company that would stand apart from the competition.

After working in the industry for several years, the guys felt there was a niche in the market; an opportunity to provide large organisations with the same level of service and expertise offered by the big three data management companies but without the red tape, complex contracts and SLAs.

The new venture would provide a transparent and honest approach, with a focus on delivering a real cost benefit to their customers.

Dan and Graeme came to Splitpixel to realise the brand for their new company. The brief was ambitious - they wanted their brand identity to be scalable - this was a business with aspirations for growth and also to market themselves globally. The first job on the table was to create a new and memorable name.

A New Brand Identity

Our Lead Designer Rob Marshall headed up the team that set about the challenge of conceptualising a new name to represent the ethos of the company.

“Being given free rein to come up with a new name for a company that has never been used before is not as easy as you think. Fortunately I spent plenty of time with the client to understand more about their business model, I knew the guys really understood the market and their audience so this helped with the thought processes.”

Rob and the team initially came up with three different directions for the name of this new brand;

Concept 1 - a “Portmanteau” - a blend of two words which together had technical feel and tone.
Concept 2 - a play on words
Concept 3 - a name that was very much derived from data and technology.

Three concepts with descriptions

The clients really liked the idea of the “Portmanteau”, so we developed this concept further. Coming up with a number of word amalgamations, all of which used words associated with this technical industry.

Three different portmanteaus with descriptions]

Coincidentally, it was the initial concept and name of IntoZetta that really resonated with the clients. And so the name of the company was born.

Brand Guidelines

The next stage of the project was the design of the brand guidelines. This involved the design of the logo and all other assets that would form the identity of the company.

Firstly the design team produced several variations of the IntoZetta logo applying different typographic elements and colour schemes. It was a real collaborative process with the client, who had input through every stage of development.

The final solution was designed with a prominent Z. This created a standalone icon that could be used as an asset in its own right. The design incorporated nodes and handles - a gesture to data transfer and information technology.

Logo and descriptions

Many colour variations were considered before the final cut was made. Both Splitpixel and IntoZetta agreed on a full spectrum of colours for use in the brand. These were based around the blue used within the ‘stars and stripes’ flag.

Final logo

“This was really a nod of the head to the global market. Right from the outset our client wanted a tangible brand that would stand the test of time, but also translate globally, and so the final decision to use the full spectrum of colours was the right solution. We have developed an identity that needs to stand up to a household brand like IBM, a logo that was designed by Paul Rand, one of the most influential graphic designers of the modern era.”

The Future

Once the brand logo was finalised, the design team could forge on with the creation of the brand guidelines and other documentation. A full suite of logos and brand assets have been developed. These include patterns, borders and illustrations. Stationery and business cards have been produced and there is a website in development.