Our client wanted their brand to look comfortable alongside competitors but with a warmer, less clinical and friendlier tone to reflect the kind of service they provide. Their approach and service is much more personal and involved free introductory sessions with post treatment after care unlike a lot of their competitors.
The colour palette came from the desired tone – we used an olive green with a deep sky blue from the outset that we could use a range of tints from. Clean, fresh, natural but also suggesting ‘clinical’ without being too cold. We created the ribbon icon which could be interpreted as elements that they thought could convey the service – a human figure; possibly female, something of the name i.e. spirit, a DNA helix, in sympathy with the characters in their name ‘a’ and ‘s’. Our solution was a painted freehand shape, scanned and outlined to form the 3D effect ribbon figure. This helped to give them distinctive but flexible image.
Mercat Tours had an existing logo when they approached us. They wanted to upgrade it as they were conscious of the fact that they were the original walking tours company but now lost in a sea of copycat tours all using similar tactics.
They needed to say professional and established. Particularly on their company stationery as they were using it to confirm bookings for national agencies and wanted it to look more official and tasteful. The company correspondence and the nature of their publicity material are quite different – education with entertainment and the icon worked on both equally as well.
They sponsor the Mercat Cross in Parliament Square and so wanted to retain that as their symbol. Their tours also start from there and the cross is featured in them so it is an important landmark to the company.
Previous optics industry experienced gained with Nikon helped our understanding of exactly what PowerPhotonic do and who for, making us adept at listening to the client and picking out product benefits and selling points to put to the fore of various communications however seemingly high tech and specialist for this former spinout company from Heriot Watt University.
We still needed to research their competitors and related industry peers too, to appreciate what their potential buyers are used to. This was so that the new brand can sit comfortably amongst them but be completely distinctive from them. Fitting well but differentiating them in what is a specialist high tech market of laser beam technology.