Archive for the ‘Brand identity carriers’ Category

5 Steps to implement the new brand identity of a municipality

Posted on: October 31st, 2016 by Babiche Stegeman-Snip No Comments

The central government of the Netherlands is decentralising. For many municipalities, this implies additional duties and responsibilities. Because of this abundance of tasks, many (smaller) municipalities are no longer equipped to execute all activities. A reorganisation or merger of municipalities creates larger entities that are better capable of implementing all tasks. Such municipal merger concerns many aspects, one of them is the new brand identity.

Solely when the new name and corporate identity of the new municipality are properly communicated, it will be clear for all residents and other stakeholders that the former municipalities no longer exist.

Rebranding municipality Gooise Meren

Every reclassification is unique and requires a different approach, depending on a variety of factors. However, there are certain steps that can be followed for streamlining the process. We have developed a five-step plan that ensures an organised and orderly rebranding.

Step 1: Impact analysis and survey
It is not without reason that the adage states that a good start is half the battle. A properly performed rebranding requires a complete understanding of all items that need to be rebranded. What is the current situation, and what are the requirements in the new situation? Which items bearing the old brand identity should return in the new style? An impact analysis results in a report, which entails a minimum and maximum scenario, coupled with a realistic assessment of required budget and feasible planning.
In addition, the survey provides a list of all existing brand identity carriers. It appears that many municipalities are surprised by the amount and variety of carriers. In most cases, not even all carriers need to be rebranded.

Step 2: Planning and budget
The impact analysis results in a report that serves as the basis for making an informed choice for a scenario. From there on the planning and budget can be determined, while prioritising on the basis of time, finances, impact and /or communication purposes. In our experience municipalities often choose for a scenario that is somewhere in the middle of a phased and a big-bang implementation.
Now that the scenario has been chosen, it is advisable to arrange teams that decide what needs to be done per group of brand identity carriers. This phase is also very suitable for research of potential savings. Limiting the number of variations of printed matter is often one way to achieve savings.

Step 3: Materialisation
After the design agency delivers the new logo and brand identity, the design needs to be adjusted for various types of brand identity carriers. The aim is to ensure an optimal, but consistent, brand appearance on all types of carriers.

Vehicles municipality Gooise Meren

Step 4: Production and assembly
When eventually it is clear which carriers are to be rebranded, it is time for the supplier selection, followed by the start of the production and the scheduling of the assembly.

Step 5: Launch date
Finally, the launch date has arrived! From now on the new municipality is officially up and running. The new brand identity adorns in the entire municipality, and the old logos are nowhere to be found. A solid start for the new municipality and its residents. The only thing remaining is to ensure a consistent use of the brand identity and to manage it well. But that is for the next stage.

Readability of (illuminated) signage

Posted on: April 8th, 2015 by Babiche Stegeman-Snip No Comments

Suppose your company has moved into a beautiful new office building, with a new sign you proudly show everybody that you are the new occupant of the building. But now you wonder, does your sign (and thus your company) get noticed, and can people read it well enough? Often the effect of poorly readable signage is underestimated. When it is hard for passers-by to read your sign, it will probably go unnoticed. Unfortunately most of the time the owner is not aware the desired effect is not achieved. That is one of the reasons we often see illegible signage, while the solution can be very simple!

There are a few aspects that influence the readability of signage:

It will not come as a surprise that size is of importance. There are plenty of tables available that show what format can best be applied at different viewing distances. We often see that organisations do not evaluate their signage from the viewing point of the passer-by. It is important to know if the passer-by is a pedestrian or a driver that passes by at a much higher speed. For the latter the sign needs to be larger in order to be seen and read.

Everybody will understand that it is important that you can read signage in just one glance, whether you walk, cycle or drive past it. In order to make sure the sign is readable, the distance between the individual letters must be large enough.

signage with unsufficient spacing between the individual letters of te text

For example, the signage in the picture above would have been better readable when there was more space between the letters.

This principle is even more applicable to signage on your vehicle fleet. Our starting point is that text on a vehicle must be readable at a speed of 50 miles/h. In the past years we have regularly advised companies to use an adapted version of their logo, with adjusted spacing, on their fleet.

Colour and contrast
Different colours have different effects on the readability of a sign. For example it is commonly known that when it comes to illuminated signage, blue is a difficult colour to make properly readable. Although modern LED techniques have improved the results. The best colours for signage, in terms of readability, are white and red. But be aware that in illuminated signage, white has the tendency to outshine other colours, which in turn has a negative impact on the readability of the sign.

Naturally the colour of the background is of importance as well. Red can be a great colour for your sign, but when it is your intention to install it on a red brick wall it will go unnoticed. The picture below shows the impact of the background colour on the illegibility of the sign.

Background colour can be highly important when it comes to the readability of your sign

We know better than anyone that your brand colour, even when it is not convenient, cannot be adjusted. Fortunately there are many possibilities to make sure your signage can be easily read. And that starts with good advice, taking into account all the before mentioned aspects!

Trend watching: 3D effect

Posted on: April 8th, 2015 by Babiche Stegeman-Snip No Comments

Like many things even brand carriers are more or less sensitive to trends. One of the newest trends that we have encountered is a 3D effect using special film. In our opinion a great new way for displaying your brand identity.

Car wrap with 3D effect
The wrapping of vehicles has been done for many years. Wrapping cars in foil has become a business of its own. In the past 25 years manufacturers have been adjusting their films to the new needs of customers. The films have become more refined, partly because they are now more flexible then they used to be. One of the advantages is that it is much easier to deform the foil, which makes it easier and more responsible to deal with the curves of the vehicle.

Due to the flexibility of the new films new application methods are possible. One of these methods is called ‘Bulging Systems’. A newly developed concept that basically comes down to assembling a logo or text with a 3D effect. The 3D logo will be “entrapped” with a smooth foil wrap, creating a unique 3D effect which is subtle but striking and certainly attracts attention.

Bulging Systems used to create a 3D effect on a vehicle

Other applications of Bulging
Besides assembly on vehicles, Bulging systems is also suitable for other types of applications. Consider objects such as doors, walls, furniture and counters. So for the purposes of displaying your brand identity within office premises there are many possibilities as well.

By applying film on walls you can fairly easy and quickly transform your entrance, hallway, office or canteen to a space that has an atmosphere that is complements for your brand identity. By means of printing on film you can display every desired image on the wall. Combined with Bulging Systems a quite spectacular effect can be achieved.

Bulging systems can be used to create a 3D effect

Because Bulging Systems can be used in combination with foil in any desired colour or pattern, it is easy to combine with your brand identity. And this is only one of the trends in the field of film applications and corporate identity, we will keep you informed!

Illuminated signage, part 2: illumination

Posted on: March 6th, 2015 by Babiche Stegeman-Snip 1 Comment

Not only in terms of colour, design and size there is a lot to choose in illuminated signs. When it comes to light sources for the illumination there are many possibilities as well. Although nowadays LED lighting is used more and more, neon and fluorescent lighting are still options.

LED vs neon and fluorescent lighting
One of the reasons for the increasing use of LEDs is that there are many opportunities and in most cases the results of using LEDs are comparable with neon or fluorescent lighting. The principle of neon lighting is a gas-filled glass tube in which gas discharge light is generated by means of high tension. One of the benefits of neon is the creative design, the used overlying glass tubes are relatively easy to deform, think of well-shaped ornamental letters. With fluorescent lighting ultra-violet radiation is generated by means of a mercury discharge. This radiation is converted into white light by phosphor powder. One of the reasons to choose fluorescent lighting is the often lower investment compared to the use of LEDs. Especially when the singing is going to be used for a relatively short period of time. Traditionally fluorescent lighting is preferred over LED lighting because of the higher RA value, which benefits the colourfastness. LED lighting, however, is getting better in this area and will be at the same level soon.

Benefits of illumination by means of LED lighting
LED is an electronic semiconductor component that emits light when an electric current is transmitted through in one direction. Due to the good lighting quality and the extensive design freedom when it comes to colour and appearance LED offers lots of options for illuminated signs. One of the additional benefits is de long life span of at least 50,000 hours and the use of low voltage of 12 or 24 volts. This means that LED is less harmful to the environment in comparison with neon and fluorescent lighting.

The colour temperature of LED is indicated with Kelvin. Most illuminated signs are conducted between 4000 and 6000 Kelvin (white). But for the illumination of, for example, a sign with a red front plate 1000 Kelvin (red) is often used. In combination with a red opal acrylic this offers the best results.

As mentioned in the first blog of this series the illumination of signage is closely related to the chosen colour and the depth of the sign. This is because the amount of LEDs is not solely determined by the selected light intensity, but by the depth of the sign and the chosen front colour as well. The illumination of warm colours requires fewer LEDs in comparison with the illumination of dark earthy tones like brown, green and blue.

Another advantage of LED over neon and fluorescent is the opportunity to make LED dimmable. Nowadays it is even possible to adjust the light intensity from a distance with an app on your phone. Basically we now always advise illuminated signage based on LED lighting. Only when the situation specifically requires a different source of light we will move to neon or fluorescent.

Illuminated signage, part 1: colour and design

Posted on: March 3rd, 2015 by Babiche Stegeman-Snip 1 Comment

Illuminated signage is one of the most remarkable types of brand identity carriers. We see them in all imaginable sizes, shapes and designs. The technical design and illumination of the signage is dependent on three important factors: the design, the technical and graphical execution of the design and the production. We will discuss these factors in this blog series.

The design
The look and feel of the signage is determined by the design you choose. The graphics, colours, fonts and spacing are all matched in order to create the desired effect. The brand identity colour should convey the emotion your brand stands for. Red for passion and determination, green for nature and durability, the cool colour blue for reliability or the warm colours yellow and orange to achieve a positive and cheerful attitude. The colour of your choice has some consequences for the way the signage will be illuminated. For instance, warm colours like yellow, orange and red are easier to illuminate than earthy colour tones like brown, green and dark blue.

Technical and graphical execution of the design
Once the design is known, the technical and graphical execution will be determined. Partly dependent on the measurements, we make a choice for the type of front panel of the signage. Signage with a size above two metres is usually executed with a canvas front panel, whereby the design is printed directly onto the canvas. Signage up to two metres is generally provided with a white or coloured opal front plate, fitted with translucent foil. The size of the illuminated sign is also key to the depth of the sign. The standard depth for signage provided with a canvas front plate is 300 mm, while the depth of signage with an opal front plate varies between 150 and 300 mm.

Except for illuminated signage in the shape of a light box, organisations can choose for illuminated box letters as well. The large variety of possibilities with box letters will be discussed in another blog. The chosen colour and depth are of importance for the illumination of the sign. For example, do you choose LED, Neon or fluorescent lightning? Read more in our next blog in this series!