Company branding is a set of measures aimed at creating a holistic image of a brand based on its values. Is branding necessary in the IT sphere , where the main thing is ideology and the vector of the company’s development?
The field of IT-technology is a rapidly developing area of modern science and technology. In the XXI century, new inventions, technologies and design solutions appear every hour. More and more new progressively thinking companies are launched, which boldly look into the future and believe that they can change the world. However, idea fuel is not enough for long. As with products, it is not enough to make a good product and hope that people will buy it.
You can learn more about the stages of branding as well as its benefits here. KOLORO will develop your brand from scratch and help it become the “king” in the segment.
To differentiate themselves among many other brands, global IT companies invest a lot of resources in branding and marketing. In this article, we will talk about branding in the IT sphere on the example of well-known companies.
How to create a brand: the components of branding
Branding consists of two parts – verbal and visual. All visual elements (corporate identity, advertising communications) are built on the verbal components – the legend, mission and purpose of the brand. Branding helps to create additional value, increasing the value of the company itself. At the same time, the intangible (loyal attitude of customers, brand recognition) turns into tangible (monetary equivalent for the company’s employees).
LinkedIn, branding an IT company-social networking site
The social network for business people and simply successful people – LinkedIn – considers branding to be an important area of development. Therefore, the marketing for this IT company strives to make it always look good in all conditions. Even all the necessary materials from the brand’s guideline are freely available on the site. At the same time, the social network itself is a great platform for building your own brand personality.
→ Read about who needs a personal brand and why in our article: 9 tips for creating a personal brand here.
Mission and naming development for an IT company
LinkedIn’s mission is to connect professionals from around the world to increase their productivity and success. The brand naming reflects this goal – LinkedIn means “united”. This social network gives users a unique means to develop their own profiles and connect with trusted companies. The service is designed to provide a fast and convenient exchange of ideas, information and knowledge.
Development of corporate identity for the IT sector
Brand font
At the stage of creating a new brand, the company took a serious approach to developing a unique image. Therefore, different fonts are provided for different media and occasions. In most cases, the company uses its unique font family Source Sans for headlines and offline advertising materials. In other cases, such as for PowerPoint presentations, Arial is used. The Georgia Italic font is used exclusively for letters to customers and emphasizing quotations.
Brand colors
Corporate colors are blue, black and white. The main color is blue. It is the core of a company’s branding and should be present everywhere so that customers can easily identify the brand. LinkedIn uses four other colors to add emphasis. However, their use is strictly regulated and it is recommended not to use more than one color for accent. These colors cannot be dominant and only complement the main palette.
Creating a logo for a brand in the IT sector
LinkedIn’s brand logo is the company name in three primary colors. The guideline regulates the protection zone of the logo, its permissible size on different printing products, as well as variants of the use of the mark itself [in]. Depending on the color and brightness of the background, monochrome versions of the logo are recommended.
Order logo design you can order logo design at KOLORO. Logo is the main communicating element with consumers. Take enough time to develop it.
Oracle: branding of the software developer’s IT company
Oracle Corporation is the world’s second largest software company by volume. Oracle also supports Java, the world’s most popular programming language. The main objective of the company is to help customers achieve their business goals. The branding of an IT company is aimed at building an image of a successful and prosperous company.
→ Read more about reputation management techniques in our article here.
Brand positioning from the IT sector
Oracle ‘s positioning is built on three principles of customer partnership:
- Developing social goals in line with marketing goals;
- timely provision of expert advice;
- Delivering quantifiable social value by opening up new opportunities to monetize traffic.
Also, for each of its products (programs), the company develops separate positioning strategies that depend on the target audience.
Design of corporate identity of the IT company
For Oracle, the color palette and font set are the two main elements that ensure a clear and consistent representation of the Oracle brand. They play a major role in maintaining a strong brand image globally. A unique bar font in red color was used to design the logo of the IT company. Four fonts are acceptable in print and online materials: Univers 55, 66, Garamong 3, Garamond 3 Italic.
Order corporate identity development for your brand at KOLORO. Our managers are on call to provide you the best experience with our company.
Google is a global IT company
Google is one of the most recognizable IT companies around the world. It is not just a global brand, but a worldwide brand-religion. Every month the search engine is used by 1.17 billion unique users – that’s almost 16% of the world’s population. Every second 2.3 million searches. Besides the obvious benefits, such as the most advanced search algorithm and a host of additional services (Analytics, Maps, Drive), Google attracts its users through carefully crafted branding.
Mission and brand positioning
Google’s core mission is to make information accessible and useful around the world. The company’s positioning is aimed at achieving this goal and is reflected in every aspect of brand development. That’s why Google’s fundamental principle is “User First“. For example, since Google’s inception, the main search page has been a blank “sheet” with the company logo and a search field. Thanks to this simplicity of the interface, nothing distracts the user and the search experience becomes as pleasant as possible.
→ Do you know what positioning is? We have the answer! Oh, and 8 winning positioning strategies too. Read it here.
IT company slogan
Google’s slogan is “don‘t be evil“, which means “don’t be evil” or “don’t do evil”. The founders of the company explain it as one that promotes the absence of conflicts of interest, and demands objectivity without bias.
Target audience
Google’s branding is built around its target audience, which is young people aged 18-25 (28%) to 25-35 (49%). With the growing popularity of mobile devices and wearable gadgets, users want the same search engine experience as on a computer. Today, the number of queries from portable devices already exceeds the number from desktop devices. This forces the company’s developers to make a responsive design that will represent the company perfectly in any environment.
Google branding
In September 2015, the company rebranded its main identifying elements – the logo and color palette.
→ Before you rebrand your company, you need to do a brand analysis. This will help retain existing customers and understand how to attract new ones. Read more about brand audit here.
IT company logo
The developers have brought the logo to geometric purity of forms. Now the logo looks perfect on any device. It retains the same color play, and the letter “e” is still inverted as a reminder of the brand’s uniqueness.
Brand colors
The corporate colors have also been changed. The designers have adjusted the saturation of colors when they are placed next to each other. Now red, yellow and green do not look darkened in close proximity to blue, and retain their original value.
Brand font
A unique sans serif font, Product Sans, was developed especially for the company. It retains the simplicity and neutral uniformity inherent in this font class. The font is slightly different from the company logo and emphasizes the main products of the brand.
Corporate culture of an IT company
Google maintains the image of an open-mindednesscompany with an innovative corporate culture. The offices maintain an informal atmosphere because “you can be serious without a tie”. The company focuses on developing the potential of each individual. Thanks to this, Google boasts a lot of young employees.
Netflix – online movies anywhere
Netflix is one of the best providers of original movies and series on the web based on streaming media. The company’s work is built on such principles as honesty, dedication, thirst for knowledge and others. Branding helps the company create a strong emotional connection with its target audience that is built on supporting these principles.
Developing naming for the brand
The brand name Netflix comes from the combination ofInternet and flicks (shortened form of flix), which means “movie”. This is how Netflix or “movie on the Internet” came to be.
Brand positioning and slogan
Like most IT companies, Netflix has built its positioning on accessibility. Anywhere, anytime and from any device, the user can watch the continuation of the series. The company’s slogan reads as follows See what’s next. Watch anywhere. Cancel anytime.” At the same time, the company is not only aimed at consumers, but also at producers. One of the directions in Netflix’s positioning is to present the company as one that helps content creators reach a global audience.
Netflix’s corporate identity
In 2014, Netflix was rebranded, which united the different components of the brand under one idea and created a coherent image. When developing the corporate identity, the main goal was to create an equally attractive image of the company on any advertising media. The elements of corporate identity should be fluid and at the same time systematic. The corporate identity of a brand is built on The Stack – which is both a visual metaphor and an identifying system. The Stack is built by piling up individual cards.
IT company logo development
The logo, which had been the face of the company for almost 14 years, was replaced by a new flat logo. Thanks to its curved shape, the logo remained familiar to the target audience. In order to transfer the logo to the printed products, it was heavily scaled and cut into several parts. At the same time, the logo retained its recognizability.
Brand colors
The standard white-red-black combination is used as the brand colors . Many successful series released by Netflix are in the drama or thriller genre. This choice of colors successfully emphasizes the style of the company. The use of colors and logo creates a strong association between Netflix and the actors.
EPAM Systems – software development worldwide
EPAM is a global software development outsourcing company for the financial, healthcare and other industries.
Positioning and slogan
The brand develops its positioning in two directions. For its partners, clients and potential customers, EPAM is a team of professionals who design the best programs. Their tagline “Engineering is in our DNA” emphasizes this positioning. To attract potential customers, EPAM has business offices around the world in major software consuming countries.
To find technical talent, the company promotes itself in markets where there is a large supply of applicants. To attract the best programmers the company positions itself as the best employer. For example, in Ukraine alone EPAM has about 4400 IT specialists and is the largest company in the industry.
ERAM’s corporate culture
EPAM is focused on results, therefore the company’s offices have some of the best working conditions. Here employees are provided with everything they need for comfortable life and productivity. Game zones are installed for a reason – switching to a game helps to look at a problem from a different perspective and find solutions to complex problems.
Corporate identity of an IT company
The company logo is a tag, which is how most programming languages designate syntax elements. It immediately defines the specifics of the company’s work and emphasizes the openness of the company(the tag is not closed). The company works in the B2B sphere and must be trusted by serious clients from global brands. That’s why the corporate color is blue, which helps to communicate with customers.
→ You can find a lot of useful information about color perception here.
We have dozens of successful projects under our belt that bring brand owners tens of billions a year. Remember, doing well is not enough. Improve yourself and your brand, and we will provide you with all the tools you need.
To order company branding, contact us at +38044223 20 51 or почтеһі@koloro.ua.
