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Booker needed to shake up a tired brand as well as signal a dramatic change for a major player in a stale and traditional foodservice marketplace. A new type of foodservice company was born in 3663. Three Double Six Three is a thoroughly modern kind of foodservice brand in the business of delivering high quality ingredients to restaurants, fast food outlets and hotels in the UK. The name was born of an iconic symbol of mobility, the mobile phone. The letters F.O.O.D typed out on an alphanumeric keypad are 3663. Three Double Six Three is a dynamic and thriving brand with a huge fleet of delivery vehicles delivering food throughout the UK. Three Double Six Three is a radically different foodservice brand committed to supplying high quality ingredients in the quickest and freshest manner possible. 
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| Ashley House is a full-service property solutions business operating in the health, care and community sectors in England and Wales. The company is listed on the AIM stock exchange and has a 20 year track record delivering high quality, value-for-money properties with proven specialisms in consulting, design and construction as well as asset and estate management. Ashley House competes in the healthcare market for primary care property services contracts and within an exclusive set of private sector partners for NHS LIFT contracts. In the face of a rapidly changing market, a new government and new opportunities, Ashley House has moved to change the perception of the company from a specialist construction and materials infrastructure specialist to a complete property solutions provider. Ashley House offers a full-service and cost-effective 'one-stop' shop and has a distinct advantage over competitors by offering inhouse expertise in design and construction. The ambition of 'transforming community environments' captures the essence of Ashley House and the brand-idea 'well-adapted' (ie. adapted to wellness) has determined a brand-world made up of brand-marks that are designed to communicate endurance through adaptation in an evolving and ever-changing environment. |
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Born of Forex, Asterisk is a premium Investment Fund aimed at high net-worth private investors. The fund offers a highly specialised investment service where investors benefit from detailed personal attention from traders who require a minumium of 100 000 Euro investment from each investor. Utilising a highly specialised trading method, restricted to those schooled in a proprietary, copyrighted 16-point system Asterisk offers an investment experience with a distinctive advantage. Asterisk deals mainly in Futures but has the flexibility to trade in other markets such as Forex. The 16-point trading method enables traders to take a highly disciplined but relaxed and informed approach to trading. Notably, this technique utilises sophisticated computer software to visualise trading in a way to identify investment opportunities that would otherwise remain obscured. This enables traders to apply insights by, literally, trading 'in sight'. On offer is an investment experience suited to investors who expect the best-of-the-best in all facets of life, investors who can expect to receive personalised investment advice from insightful and highly focused traders. Asterisk is an investment firm with an ambition to create an unprecedented wealth generation experience that goes above and beyond market-related and financial performance.
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Equate is a translations agency specialising in the financial services sector. Equate offers unrivalled linguistic insights into financial translations for English markets from German source texts. This enables German financial service providers to communicate effectively with English speaking markets. The idea in the Equate brand is to enable German financial centres to communicate their products and services on a par with London, to literally equate the communication capabilities of German financial centres such as Frankfurt or Berlin with the city of London. The top part of the first E of the brandmark corresponds to the bottom part of the last E to suggest a ‘bringing together’ via Equate to make up an equals sign. The Q also suggests a magnifying glass to represent the detailed analysis of top-line financial services.
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Idea is a US-based global provider of elite-quality technology solutions for large organisations such as government agencies, defence contractors, education, the US military and navy as well as an impressive list of fortune 500 companies. Idea are extremely selective and only take on assignments in which they have a demonstrable track-record; never learning or developing solutions or products at client expense. They are specialists in infrastructure solutions, application development and mobile communications – always providing dependable customer support and working to demystify technology whenever possible. In the world of information technology Idea are 'the real deal' offering robust technology solutions backed by incisive and cost effective consulting. In an ever-changing world of technology solutions Idea offer a point of stability (and relative certainty) for large and complex organisations. Idea provide technlogy solutions that act as an extension of their client's business and, when it comes to consulting on technology solutions, a point of completion. Inspired by the computer file extenstion and the dot com protocol of the internet, and, much like a file extension for computer file large business is made effective by Idea.
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Jooma is an on-the-go, upmarket café aimed at sophisticated people looking for a good quality cup of coffee in the hustle and bustle of a busy contemporary environment. The name Jooma was conceived to suggest the powerful and nourishing qualities of coffe with an African flavour and global appeal. Jooma provides a specialist coffee-oriented space where people can find a moment of solace to gather their thoughts, take-away or meet briefly to recharge for their busy lifestyles. Jooma is a stylish and pragmatic point of convenience for people who love to look good with a great cup of coffee served by an outstanding café brand. Central to Jooma is the idea of 'the inner sense of coffee' and this is reflected in the inner spaces of the brand marks. It's an idea that can be shared but means something different to each person, just like the experience of drinking coffee. Jooma offers a unique coffee experience within a hub of coffee-inspired activity that keeps people coming back for more.
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To mark the independence of Hydro Polymers from Hydro the company was rebranded Kerling. Kerling is a major Nordic supplier of vinyl chloride, a ubiquitous plastic without which modern life wouldn’t be possible. Vinyl Chloride production is responsible for toxic byproducts so the manufacturing process requires careful management to ensure long-term sustainability of the business and of the environment. A kerling is a tall solid piece of oak that supports the masts of viking longships. The brandmark is a phonetically related curl but more importantly the spiral form found throughout nature and represents environmental awareness and sustainability for Kerling. Supported by an upright the spiral is part of a curling k, which recalls the kerling and mast relationship of the viking longships.
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Mercedes-Benz, the iconic world-class luxury automotive brand, found itself with a unique set of problems that required a significant rethink of its offering. Facing stiff competition, sales were down and reports of poor quality products were tarnishing the brand's once untouchable reputation. To remedy this, numerous top-line global brand consultancies were approached to propose concepts aimed at refreshing and rejuvenating a troubled Mercedes-Benz. The concept shown here centres around a strategic idea of 'freedom' expressed in a dynamic self-organising system. Instead of a free space for only the brandmark of traditional brand identity management systems, each brand identity element is given its own free space area, symbolising the celebration and appreciation of individual freedoms. Appreciation and Partnership had been chosen as strategic ideas to guide the thinking about private and commercial vehicles, respectively. As part of a dynamic whole each brand identity element works together within the format and cascade from the top left hand corner of any given format. And, all the elements, each protected in their own space, are protected together in a larger free space area determined by the size of the brandmark and the edge of the format. This is the unprecedented concept we proposed to re-establish Mercedes-Benz as the automotive brand leader it once was.
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Pick n Pay is a 40-year-old supermarket with a long history championing the consumer with social action and low prices during the difficult histories of the old and new South Africa. For these efforts is has achieved an iconic superbrand status and has ambitions to operate more extensively beyond southern Africa. The previous identity, although much loved, was not able to meet the aspirations of the company to become a modern, vibrant and dynamic organisation. The boxes containing the Ps retain the equity of the previous identity and the typeface updated to lead a clean, modern and forward-looking brand identity. The boxes also cue a graphic window identity system that represents visually the ‘pick’ of Pick and Pay. The windows highlight and pick out items within the Pick n Pay brand experience.
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Regent Inns is a holding company for a group of young person’s venues and an assortment of English pubs. Listed on the London Stock exchange, Regent Inns was a well respected financial company that needed a new identity. The original identity lived in the past, using heraldic and traditional regency symbols. The Regent Inns identity was modernised with a clean san serif and five bars of colour for the symbol. The bars are a rebus (bars and pubs are synonymous) and each bar has a colour name drawn from the industry – Fresh Lime, Cool Green, Regent Blue, Warm Claret and Amber Glow. Unusually, wherever possible, the placement of the symbol of the brandmark gets set flush against the edge of the format and the bars in the symbol are designed to change proportions whenever possible.
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SES is a Luxembourg-based satellite company that maintains a global fleet of more than 40 geostationary communications satellites, delivering services to media, telecommunications, government and enterprise. It also designs and procures satellites but is not a satellite manufacturer, nor does it act as a launch provider. Established in 1985 as Société Européenne des Satellites, SES has taken advantage of its strong position in the market by consolidating its 3 divisions (SES Corporate, SES Astra and SES World Skies) into a single seemless brand experience for its customers. Facing increasing competition from fiber networks, cable operators and triple play entertainment packages from mobile operators SES is capitalising on the unrivalled benefits of satellite services. At the same time seeking to overcome the staid image of the RF (wireless) medium amongst engineers who are, instead, graduating with degrees focused on IP (Internet Protocol). Satellite offers a consistenty of service everywhere, large scale bandwidth for mass delivery of direct to home HD and 3D TV as well as rapid deployment communications capabilities and global reach without geographical limit. By offering a single market-facing brand SES is leading the way from a well-managed holding company into a global commercial business.
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