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 Generation of a new brand name; badgebox
Synthesis of new corporate symbol (logo), signature (logo + logotype), and identity
Establishment of comprehensive visual identity standards and guidelines for national use
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The brand identity attempts to capture the inherent drama of the offering. In this case, the online service allows people to create identification badges and publish them in real-time. The brand symbol depicts this through literal iconography: a person pulling out an ID from their toolbox.
The name badgebox is an obvious extension to a toolbox reference. The toolbox metaphor is easily accessible and familiar to a broad range of people and serves to instantly communicate the usefulness of the service.
Words were included like click and connect in the positioning statement to introduce the notion of a web-based operation.
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Target market perceptual research was conducted to determine opportunities for unique branding. In contrast to the derivative and generic aesthetics of other competitors, Badgebox’s new identity is highly accessible and memorable.
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BadgeBox / Time Controls |
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Time Controls provides labor management products
and support services centered around the Kronos
System, an industry-leading automated labor management
system.
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In an effort to diversify their offerings, Time Controls decided to offer automated label services via the web. Seeking to brand this effort separately from the parent company, Time Controls retained Designsensory to implement a brand name and identity system for their diversification effort. We began the naming process by implementing our |
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Electronic Impression Measure (EIM), a proprietary online survey we use to gather the perceptual preferences of target audiences. The gathered data guided the creative process, which went through several naming and design candidates, ultimately culminating in the final candidate, Badgebox. |
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