Welcome to Idea R | Branding - Web Agency - Digital Strategies
Switch to the mobile layout

      Idea R - Plan your visual communication at 360°
  • HomeHome
  • About UsAbout Us
  • ContactsContacts


Take a software geek from the 80s, add a new generation graphic designer and dilute with a longtime marketing strategist. Shake vigorously and you'll get the Idea R's blog.

Change language... italiano
Go to the blog summaryGo to the blog summary

You may be interested in

Case study: branding and marketing for a magician

Case study: branding and marketing for a magician

Singular case study in the world of illusionism. See how we have created a brand and a web marketing campaign with exceptional results.

Case study: branding Idea R

How a web agency/branding agency corporate identity was designed from scratch.

Last published

Metalworking industry: how to multiply customers using only the website and zero advertising budget

Metalworking industry: how to multiply customers using only the website and zero advertising budget

Find out how to design a website for the metalworking industry, that will be a magnet for customers and able to triple your leads.

A simple but effective SEO strategy: the middleman

Get excellent results in a short time using this SEO trick. Lern how to quickly apply the middleman technique and have many new web pages indexed.

Most popular

Lazy loading and the SEO problem, solved!

Lazy loading and the SEO problem, solved!

The best SEO solution to index your dynamically loaded contents, no more compromises!

Case study: IED Open Day, building a font by hand... literally

These days graphic design is mainly the result of software tools. Here's a case study where a brand is designed with glue and scissors

Editor's pick

Mental marketing secret #1: the fake compromise

Mental marketing secret #1: the fake compromise

Can mentalism influence marketing? As a marketing professional and a long term magician, I will reveal you some tricks.

Stay informed on digital strategies

Take a look at the last published articles
RSS feed

Case study: TAV Engineering, branding for B2B services

Published on 10/16/2013
Categories: Branding
Case study: TAV Engineering, branding for B2B services

Since 1999 TAV Engineering is fully dedicated to provide technical assistance and spare parts for vacuum furnaces of any type and any brand.
The high qualified staff designs ad-hoc solutions and plans the best strategy for vacuum furnace upgrades.

Dealing the company with after-sales services, we have created a brand that keeps distance from the cold and aseptic image of the metal industry, focusing instead on the human aspect: who's looking for technical support does not want automatic telephone responders, but she is looking for a human contact, to receive help, advice or just confirmations. This is why the letter "e" of TAVE is made with a character that, with its pronounced roundness and symmetry, recalls the shape of a smile.
To not lose the technological soul and to highlight the engineering approach to problem solving, the brand is enclosed within four thin guidelines, that resemble projects on tracing paper and highlight the extreme precision of the graphics (and implicitly company services).
Finally, to make explicit the partnership with TAV, TAV Engineering inherits part of the brand. In this case the brand TAV is restyled to become transparent, signifying the company's ability to "look inside" TAV products (the brand TAV recalls the shape of an oven).

TAV Engineering brand

The font used for the E of TAVE, for the logotype and the corporate identity is the 20th Century™.
The 20th Century™ font was designed and drawn by Sol Hess between 1936 and 1947. It is based on geometric shapes that originate in Germany at the beginning of 1920, that became an integral part of the Bauhaus movement of that time. The clean cut, with no serifs and the precise geometric shapes make it appropriate for the headlines and advertisements of TAV Engineering.
Talking about color, the blue recalls the consistency, reliability and intellect, very important values for TAV Engineering. Mapped to white, which is the preferred color for the background of the brand, the blue reinforces the idea of purity and cleanliness, concepts associated with the production with vacuum ovens.

To further increase the emotional impact of the brand, emphasizing the human and friendly aspect of the company, we have created various stylized mascots, that instead of the face have an anthropomorphic smiling E.

TAV Engineering mascotte

Did you like the development of this project?

Come to see all the images on Behance clicking on the button here below!
If you decide then to submit your appreciation to the project, you'll help us to to spread it over the network.

Idea R on Behance
Click on the image to see the next one

See also

Case study: TAV Engineering, experience design for B2B

How is it possible to address in a creative and unconventional way the B2B market?

You are the reader number 33,483.


Creative Commons License

Photographies, videos, graphics and texts by Idea R are licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

Previous article

Previous article

Case study: TAV Engineering, experience design for B2B

Next article

How ASP.NET can efficiently control the client cache

Next article
  • Visual Communication, Art DirectionVisual Communication, Art Direction
  • Apps, Cloud, Mobile, Software DesignApps, Cloud, Mobile, Software Design
  • Digital StrategiesDigital Strategies
  • BlogBlog
Touching finger
RSS feed

Scroll to top