Development of the company’s corporate identity on the example of TNK WOG
A company’s identity and branding is the cover of 21st century business. Multinational corporations require much more work on the external component of the brand. They require a unified identity: unifying the appearance of offices, production buildings and transportation vehicles.
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WOG marketing strategy
TNK WOG (West Oil Company) was founded in 2000 and until 2015 expanded its business within the usual strategy of promoting an oil corporation. One of the key features is an increased level of attention to customer service in roadside cafes. Nowadays it is no longer possible to find a gas station without a store, but WOG management decided to go further: their WOG Cafe stands out from the competition with its high quality of service and technical support. The company brags about the quality of its products in advertising campaigns, expanding its image from a chain of gas stations to an umbrella brand with a range of services. WOG Cafe opened separately from the gas stations: in the center of Kyiv. The company also won a tender to provide services on Ukrzalznytsia trains.
The redesign of the corporate style allowed positioning the filling station as a cozy roadside establishment. The color scheme remained almost unchanged – green (with several shades) and yellow prevail. Traditionally, green symbolizes calmness and energy of life at the same time, which suits the network just fine. On the one hand, the use of green color allows the filling station to be perceived as warm and cozy. On the other hand, it means providing the necessary energy for guests’ cars. The use of fonts with a minimum number of sharp angles is pleasant to the eyes and emphasizes the coziness and homely atmosphere of the network. Many drivers stop by the stations even with a full tank – just for a coffee and a break and a relaxed atmosphere.
The TNK logo is somewhat reminiscent of the image of a battery on smartphones, where the green filling means the gradual “charging” of the car with gasoline, and of the driver and passengers with home warmth, comfort and tasty food. At the same time, the image can be seen as a winding path with a geolocation sign – the expanded network of WOG stations is one of the most numerous in Ukraine, so on almost any highway regular customers can hope for cozy pit stops.
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Different shades of green allow you to stay in tune with the concept of energy and homeliness and, at the same time, provide room for fantasy and design ideas. Different shades of the same color allow the site and branded products not to look monotonous and boring, and in combination with yellow elements and white background allow you to experiment. The fuel is thoroughly cleaned, and the green color draws attention to the high quality of gasoline.
Corporate style of WOG
The green and yellow colors of the filling stations provide several advantages at once.
- Against the background of monotonous landscapes when traveling between cities, WOG colors are immediately noticeable and easily recognizable.
- During boring trips, green combined with yellow attract drivers with the image of coziness and “recharging”. Given the extended service at gas stations, drivers will be able to take a break and even feel at home, spending 10-20 minutes with aromatic coffee and in a cozy environment.
- The distinctive feature of the product is high-quality gasoline of “Mustang” brand, which has the highest degree of purification and is imported from European countries. It complies with the generally accepted Euro-5 standard, and the image of a running horse silhouette symbolizes the highest energy value of the fuel.
The interior of the stores fully complies with modern European norms for supermarkets. Here you will easily find everything you need for a trip, picnic or car maintenance. Soft lighting and coloring with predominant green-yellow shades do not burden the eyes tired after a long journey.
Soft brown shade was chosen as the main color for the cafe, symbolizing aromatic and tasty coffee. The abundant use of wood and natural materials creates a truly homely atmosphere of the place. In combination with the main colors creates a kind of picnic within the walls of the cafe. Green and yellow are perceived by the eye as light and “summer”, soft brown is the color of earth, wood, fertility. Surrounded by such pleasant, natural colors, visitors relax not only thanks to the service, aromatic coffee drinks, but also psychologically – being in a pleasant environment for the eyes and soul.
The concept of the corporate identity is played out in a variety of advertising materials. The slogan of the advertising posters: “No more route” means that any journey can be pleasant if you meet the company’s fueling stations on the way. Wherever you go – a charge of positive energy for you and high-quality fuel for your car is guaranteed by the European quality of the corporation’s services.
In just one year, from 2015-2016, coffee sales in WOG Cafe grew 6 times, and the influx of customers gave a start to a new direction of development. Separate WOG Cafe with German coffee, coffee machines from Switzerland and self-brewing coffee options are opened. Successful and creative development of corporate identity and a comprehensive marketing campaign of the organization led to profit growth and WOG’s entry into the restaurant market.
How much it costs to develop a corporate identity and how to make a business recognizable
Creating a corporate identity of the company – a comprehensive brand development, emphasizing the advantages and providing a single recognizable visual image for the goods and services of the company.
The cost of ordering a company’s corporate identity development depends on the following factors:
- Scope of activity. For MNCs or trade and retail chains the cost of the service will be higher, as they have a larger number of identity carriers.
- Order volume. If together with the main order customers are interested in ordering a complex package of services, each of them will cost less.
- Elements of corporate identity. Ordering the development of corporate identity for service documentation costs more, as corporate standards are taken into account.
It happens that at the start-up stage a company is not ready to develop a corporate identity and wants to limit itself to a logo. It is a key element of the identity.
How much does it cost to develop a logo in KOLORO
The right logo should evoke positive associations with the activities of the organization, have a silhouette and concise form.
Read also: Factors that affect the cost of brand building
Creating a corporate style of the enterprise – a business card of the 21st century business
Visual support of goods and services is recognizability and a guarantee of sales growth. Many slogans become nouns over time and enter into speech like aphorisms. For example, Nike’s slogan, “Just Do It”, has become part of modern culture and has been used many times in the media and on the Internet. Even the famous actor Shia LaBeouf used the phrase, expressing the energy of the phrase in a motivational video that became a real Internet meme.
Ordering a company’s corporate identity from creative marketers and designers gives a chance to enter the mass culture and glorify your brand all over the world. Taking into account the optimal cost of services of the KOLORO agency, a unique corporate identity is not even cheap and surly, but inexpensive and interesting.
Corporate identity development: stages
- Audit of the enterprise and the sphere of activity. Specialists study the history of the foundation and prospects for development. It is necessary to consider opportunities and advantages to formulate the right positioning on the.
- Analyze the market, customers and competitors. Assessment of competitor activity will allow marketers to position the brand correctly and compile a detailed customer portrait.
- Concept of the main elements of the visual image. At this stage, the main strategy for further development of the visual image is determined, corporate colors, logo, font for documentation, etc. are chosen. Creative specialists provide full freedom of choice for clients, offering 3 concepts at once with the display on the main media: for cafes it can be service clothes or tableware, for entertainment facilities – posters and signs.
- After the client has chosen in favor of one of the provided options, specialists will proceed to design additional elements, goods and services.
Websites deserve special attention. Most customers try to familiarize themselves with the company’s activities virtually, and the creation of a unique design will ensure brand recognition.
Creating a corporate website and the importance of the logo as the face and “highlight” of the organization
The website is a showcase for products and services, a virtual lobby of the main office. A significant part of customers explore the company’s website while surfing the Internet. KOLORO will help you to create a business card site for your company.
WOG developers have managed to combine functionality and unique design in a business card site.
You can order logo and corporate identity development at KOLORO. Contact us and your image will be complete!
