![]() DO YOU THINK THERE’S VALUE IN KEEPING SOMETHING FAMILIAR IN YOUR NEW LOGO, EVEN THOUGH YOU WANT SOMETHING NEW? WHY NOT JUST GO ALL THE WAY AND COME UP WITH SOMETHING TOTALLY DIFFERENT? WHEN EVALUATING A NEW LOGO, MANY TIMES BRANDS DIFFER VERY LITTLE FROM WHAT CAME BEFORE. The logo refinement process was left to a smaller group of individuals, with one key decision maker to make the final decision. This was done by popular opinion – a group of 15 individuals within the company in various departments with varying tenure. Landing the brand concept was a key driver in what the final design direction of our marks were going to be. HOW MANY PEOPLE ARE INVOLVED IN SELECTING THE FINAL DESIGN? IS IT A POPULAR OPINION VOTE OR IS THERE ONE KEY DECISION MAKER? Once we landed on the brand concept, we then worked through two or three more iterations of the word mark and icon marks associated to that concept to get them just right. There were 3 versions of each the word mark and icon mark we contemplated as a team – each driven by their own overall brand concept and expression. HOW MANY REVISIONS AND ATTEMPTS DID IT TAKE FOR THE NEW LOGO TO BE APPROVED? ![]() It’s the best, most honest expression of who we actually are, and we’re so excited to make it real today!” ![]() “This refreshed branding elevates the Norco brand to the level of innovative engineering and incredible passion for riding that makes our bikes what they are, setting the tone for the future of mountain biking in British Columbia and around the world,” said Falk. The new brand identity can also be experienced today on the completely revamped, and will continue to be reflected through future media projects, new product, on-bike applications, in-store collateral, and all other industry and consumer touchpoints. The series of video edits, feature stories and moments created by Norco, and by the Norco community, is designed to provide opportunity and encouragement for everyone to explore and express their own No Other Way. The No Other Way brand video kicks off the re-brand launch campaign, setting the tone for an ongoing content series that highlights the mutual emotional connection between every rider and the ride itself.
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