Boraso’s repositioning in Conversion Marketing has been accompanied by extensive restyling of its corporate identity. Its logo was the starting point: not only is it a formal element of the company’s identity but it is also the most significant element with the greatest visibility. This was followed by restyling of the company’s profile, stationary elements, internal documents and web site, as a natural evolution of its new identity.
Brand Identity Design / Corporate Identity
Digital / Marketing
Every component of Boraso’s logo has been totally redesigned: ideogram, colours, script and lock-up. The distinguishing feature of the logo is the new ideogram: a triangle in three different colours that represent both the three different phases of Boraso’s work process: research, planning and production, and the three characteristics that the company aims to infuse in every project: professionalism, innovation and speed.
The colour orange, which has always been associated with Boraso, is still used in the three colours of the new logo. Icy turquoise and purple have been added, in essence a combination of a shade and two colours, that refer to the concept of the three values. The new logo uses a slightly customised Avant Garde font. This modern classic has transformed the numerous curves in the name into a harmonic, rounded figure on the stationary elements, giving it a strong, significant impact. The use of alternate colours has led to the creation of different combinations that give an unexpected, fresh accent to the whole site.
Boraso’s new logo is not only a formal element of the company’s identity but it is the significant element that gives greater visibility to all of its instruments. The colours, the pictogram and the font play with the layout of the stationary elements, giving them a strong, significant impact. The use of alternate colours has led to the creation of different combinations that give an unexpected, fresh accent to the whole site.
The company’s new profile has been designed as a dynamic, innovative system of three communication materials all within one folder: the brochure dedicated to the company’s history, the guide to their services (a tool that explains in a clear and simple way to clients the services they offer) and the Boraso Academy (a leaflet that talks about the Academy and its related activities). A system of icons in the three colours has also been created, which illustrate the contents and enhance the new communication system.
Nowadays in digital media, a logo must adapt to various formats, types and backgrounds more than ever before. This is why, during the restyling of Boraso’s logo, careful attention was paid to the lock-up. Digital media such as the company’s web site and relative social networks have been completely customised, following all the guidelines of its new identity. The pictogram, even when used individually, becomes the unmistakable icon of the company.