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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.

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Branding

What's branding?
In a few words logos and corporate identities that define the brand governance telling at the same time story of the brand values.

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.

...read all the article.

Published on 2/23/2012
Categories: Branding
IBM, Apple and Microsoft: a semiotics analysis

The purpose of a brand is to tell a story, creating recognizable codes: the style identifies the brand, while the code is used to establish the communication. The target is to not go wrong with the dress (the code) for a specific party (the style). The maximum that a brand can get is when the designer accomplices to build the party on the dress.

Let's take a look on how three IT bigs made war upon each other, using communication codes and semiotics.

...read all the article.

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