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Siveco
Corporate identity
The customer
SIVECO Romania was set up in 1991 and is currently one of the biggest providers of ERP, eLearning, eHealth, eBusiness, and eGovernment solutions, as well as fully customised software projects, in the country. SIVECO Romania is an important member of the international group SIVECO, and has more than 1,800 customers in over 35 countries.
The challenge
The brand audit conducted by Grapefruit reached the conclusion that the company's public image, although positive overall, failed to send the right messages about the company personality. The audience's flawed perception was mainly caused by the design of various elements pertaining to the corporate identity, as well as by some of the company's advertising materials. The audit pointed out that the real brand equity of SIVECO Romania was largely concentrated in the SIVECO name and very little in the corporate identity.
SIVECO Romania inherited the SIVECO France logo, which individualised the company enough, yet the messages that various sections of the public placed next to the company were hardly ever consistent.
The solution
The first step in redefining the SIVECO Romania corporate identity was redesigning its logo on order to solve all issues of visual balance and readability. The changes implemented were minor - the dimensions of the symbol were rethought and the logotype was redesigned - in order to combine the already existing popularity associated with the old brand with the process of implementing the new corporate image.
Moreover, other aspects of striving for a new corporate identity were the unification of the colour scheme and fonts used in both printed and electronic support materials, the production of secondary design elements and the definition of the company's photographic and DTP style.
Finally, Grapefruit assembled all these elements of the new corporate identity, alongside various aspects related to the SIVECO Romania brand platform and their main usage guidelines, into a set of identity guidelines, which would govern both the company's internal behaviour and its collaboration with other creative or production agencies.
- Download case study
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