Corporate Identity Design for Uni-Limited South Africa, a financial institution providing salary advance loans, asset finance loans as well as logbook finance loans to selected partnering companies. A financial institution, deserves a brand that's as trustworthyas the service needs to be. This design was derived from the initial logo design, viewable here: Uni-Limited Logo Design.
As a bespoke Financial institution, well established in Kenya and spreading out to the South African market, Uni-limited received a complete brand overhaul. This took a brand looking to grow and pushed it far beyond professional. With eyes on future growth, the brand bible is there to set clear guidelines for optimal implementation.
This document ensures consistency, professionalism and thorough foresight into future growth. The aim is to create guidelines, when strictly adhered to gives way to nothing short of success.
Behind the scenes
Many brands have reached success without well-established guidelines, and rightly so. Having a pre-established identity assures a short-cut to success. Target audiences are more likely to trust a consistent brand. That is the purpose of the brand bible.
The basics of any brand. Clearly establishing the company's vision and goals sets the principle for effective marketing and design. This assures everyone generating any form of marketing material aligns with the end-goal in mind.
When a company can confidently state what it's aim is, every other aspect follows suit. A reference sheet for brand consistency. This forms the principle for any and all brand assets. Our mission statement clear and concise.
Speaking without words. Visual communication aims to start a conversation using imagery. The reason some feel "drawn" to a certain brand, creating brand loyalty and return customers.
As a company's most important asset, the logo guidelines are paramount to any form of communication. At face value, any brand looking to grow should take care in how they represent themselves. When the logo is warped, stretched, too small, too big. It jeopardizes how the end-product is received.
When we consider the end-goal of most companies, that being sales. Trust is one of the major benefactors in whether or not those sales happen. Through refinement, we establish that very trust. These guidelines are there to assure any and all marketing material is professional and trustworthy.
In a similar fashion, the color we use is a sure-fire way to establish trust. Choosing the correct palette owes itself to careful planning through the use of color psychology. Understanding how color makes a consumer feel is a sub-conscious way of assuring brand connection.
The color palette makes use of a specific color breakdown with a Pantone value assigned to it. What that means is that colors match consistently on both print and digital. Artwork created in CMYK will not be the same as on RGB, and for that reason, we have this full breakdown. The aim is consistency.
Best practice would be to consider all elements as a whole, rather than separate assets that can be thrown together. Through this thinking, we create unison and establish the brand as an institution in its entirety. All aspects come together to compliment each other, never fighting for attention.
In the same fashion as both the logo as well as the color guidelines, clearly stipulating what font should be used where creates trust. Through having these guidelines in place we set the groundwork for the company to build upon. Any future progress will only aid in success and brand refinement. A prime example of a brand that has invested time and effort. And that does never go un-noticed.