Code executes major re-branding operation for leading financial publication Finweek
How do you consolidate the brands of three major financial media players? Why not approach well-know design consultancy Code, as this is exactly what Media24 did when they recently merged three of their most successful financial publications into one coherent brand.
The project was the result of a branding pitch invitation from Media24 and Finance Week. After contending against four other highly competent agencies, Code won the account due to their highly strategic, creative approach and expertise as well as their outstanding branding reputation specifically within the digital and financial media arena.
The brief that needed to be addressed was how to consolidate the Finance Week, Finansies en Tegniek magazine and Finance24.com brands both visually and from a name generation perspective into one all-inclusive brand. Finance24.com's inclusion in this project stemmed from the fact that most financial media is consumed on line and that strategically it would make sense to include it under the same umbrella as the other two financial publications. And so it was this challenge of visually merging three brands into one, that Code undertook with fervour.
Sean Harrison, founder and creative director of Code says, “The starting point for us in taking visual direction was definitely the three colours that are in the Finance24.com logo (namely red, black and grey). From there, we had to assess the three corporate identities of each brand and create a coherent identity by carefully and tactically looking at each logo's elements. The main objective here was to find a visual cue or common denominator that each brand could somehow relate to. The solution seems simple now in retrospect, but during the conceptualisation and strategic process it was very difficult to resolve as we didn't want to alienate the readers or compromise the brand in any way.”
In addition to developing the logo, Code has also been responsible for rolling out the new FINWEEK corporate identity to various other applications. These include the masthead design, grid structure of the publication, layout of contents, brand guidelines and corporate stationery applications.
The FINWEEK brand consolidation project serves to confirm that Media24 and Code are two likeminded enterprises and proof of this is vested in the mutually beneficial relations that they have shared in the past. Other projects for which Media24 aligned itself with Code include the recent brand consolidation and architecture project for Meaia24 Digital and its online brand identities. This mandate included the fortification of the overall look and feel for the online brand identities which were previously all different. Code devised the brand architecture along with the Media24 Digital team and developed the logos accordingly. These logos were then applied to various stationery elements and interiors as well as to various signage applications.
FINWEEK is not the first publication that Code has worked on for the Media24 of companies. Code designed the Art South Africa masthead and logo as well the Richer Life Cover layout and masthead. As you read this, there is currently a fourth Meadia24 Publication in the pipeline.
Source:
Bizcommunity
