Corporate and Brand Identity

Whether your firm is spinning out from a Fortune 500

company or you are a regional company looking to

improve your stature, we can help you express your

unique offering in a manner that is differentiated

from your competitors, relevant to your

prospects & customers, and compelling

to make people want to learn more.

We’ve created visual systems – logos, selections
of colors & images, design standards, and brand
guidelines – for both large and smaller companies.
Our process is both incredibly creative and rigorously
strategic – we get new ideas and screen them to ensure
they work for your customers and will withstand the test of time.

• How can your company or offering stand out in the marketplace?
• How will your product have a stature that makes prospects want to learn more?

Case Study: New Visual Identity for Fortune 700 Company

Situation

• • Cendant Corporation is an $18 billion travel and real estate conglomerate with household brands like Orbitz, Avis, Super8 and more.
  • A major business unit of Cendant, Travel Distribution Services (TDS), was to be spun out.
  • Fortune 700 in size, TDS had over 30 market-facing brands, some of which – like Galileo and Orbitz – had high awareness amongst their target audiences.
  • Its current name was “TDS” – and it did not have a separate identity from Cendant.

Solution

• • We quickly developed a deep understanding of the business strategy, people, industry, communications, and customers.
  • With this understanding, lots of creativity and some cost-effective customer research, we created:
  • A name that came with recognition and implicit meaning – Travelport
  • A promise that was differentiating, relevant, and compelling
  • An organization of brands that was efficient and meaningful
  • A visual expression that supported strategy

Metaphor Research

Logo Exploration

Logo Refinements