DEVELOPMENT CORPORATION
"Dynamic development, innovation and modernity"
Background
KOLORO was approached by the government of the Belgorod region (Russia) to develop a brand model, brandbook and corporate identity. Namely, Razvitie, a company engaged in project solutions to stimulate investment activity in the Belgorod Region.
The goal of the company’s activities is to improve the living standards of Belgorod residents and create favorable conditions for the development of small and medium-sized businesses.
In other words, in terms of its objectives, Development is a company of the future.
Task
Cutting edge, fast-paced, evolving, progressive and reliable. This is exactly how target segments see Development Company. Based on this positioning concept, it was necessary to develop several variants of logo and corporate identity for Development Corporation, which would fully reveal the brand model formed: a modern company keeping up with time and progress.
Decision
Logo development and corporate identity
Logo creation (according to the customer’s wish) was done in two language versions – Russian and English: “Razvitie” and “PROGRESS”.
Concept - "Development Process"
In this concept, the following elements of corporate identity are conveyed: a gradually increasing wave, as well as increasing rings in the company logo, the color saturation of which increases from left to right. Thus, all elements of corporate identity indicate the forward movement and impetuosity of the company.
The rectangular shape of the logo is ideal for business documentation and promotes quality corporate identification. In this concept, the company name is the main element of the logo, well visible and easy to read.
Concept - "Development Process"
Concept - "Innovation and Modernity"
The second concept reveals the dynamic development, innovation and modernity of the company expressed by the following elements of corporate identity: the letter “R”, built from the lines of the colors of the Russian national flag (red, blue and white), reminiscent of “sledge tracks in the snow”, representing the movement forward through obstacles, progress and aspiration for the future.
In addition, the company’s logo features such a graphic element as a “wing”, reminiscent of the sandal of the ancient Greek god Hermes, and once again emphasizing the progressiveness of the company. As well as evoking a sense of reliability and stability in the consumer’s mind
Concept - "Innovation and Modernity"
Concept - "Progress"
The third concept is based on the association of the word “progress” with plant themes, because trees and plants have indeed always symbolized development and growth.
In addition to the chosen color of “lush green”, which forms a positive attitude to the company, the graphic design of the concept also uses saturated gray, which harmoniously complements the conceived natural image of the company.
The logo features such a highly recognizable element of corporate identity as an “old vine” and a “young sprout” sprouting from it in the form of the letter “P”.
In this case, an association is made: the “old vine” is the government, and the “sprouting sprout” is the new investment projects that are given life by the Belgorod Region government.
Such a logo perfectly reflects the idea of the corporation that even a small contribution (a seed or a sprout) to the development of the country, in the future there will definitely be a huge result.
Concept - "Progress"
Elements of corporate identity for the Progress concept"
The concept is "Oak."
The fourth concept, as well as the third, is plant-themed.
The main element of the logo is oak – noble, restrained and laconic. Oak reflects the seriousness and reliability of the company. This logo not only has a nice graphic design, it has an idea and a meaning. Oak symbolizes power, reliability, stable growth and continuous development. This is what should be associated with a trustworthy corporation: it should be trusted, seen as progress, and be confident in its future and positive outcome.
The concept is "Oak."
Result
All 4 concepts are easy to grasp and memorize. With the help of these corporate identity elements, you can achieve the desired brand recognition by the consumer. Concepts agitate and urge you to invest in this particular corporation. Plus, all 4 concepts make you want to join and be part of a company where you can change and build your future.
4 corporate identity concepts for Development Corporation
Beech brand
Based on the developed brand model and positioning concept, a list of techniques was created to provide a unified graphic corporate identity of the company – brandbook. The color scheme, fonts, logo and other elements of corporate identity were selected for promotional products and materials: letterheads, printing products, souvenirs and other promotional materials. And a sound strategy for promoting the brand of the Development Corporation has been developed.
Summary
Exclusive corporate identity will emphasize the individuality and professionalism of the company, increases consumer confidence. If you want your brand to become a “king” among brands, then developing a corporate identity is the number one task for you. After all, any “royalty” has its “trappings of power” – seal, scepter, arms, orb and crown. Your “trappings of power” – are the elements of corporate identity.
