AI TECHNOLOGY – Brand Identity Creation – This work was created for a Colombian-based AI technology firm. The work focuses specifically on brand identity, options for company/product/service names, logos, and color schemes, of which one will be selected and used as a starting point to establish a broader and more in-depth brand. We are excited to have the opportunity to work with you and present our concepts. 

 

S2 is passionate about brand consistency – We are passionate about brand consistency at S-Squared Creative. We ensure that elements of our client's brands — such as logo, color, fonts, photos, layout structure, and writing style — do not vary widely across their brands and campaigns. We preach consistency, brand differentiation, recognition, repetition, and simplicity. In addition, we research aspects that psychologically affect people who experience your brand, such as colors, phrases, symbols, etc., that trigger desired emotions and motivate responses.  

 

Familiarity is powerful – For decades, research has revealed that familiarity is a strong motivator of human behavior. For example, in the 1960s, psychologist Robert Zajonc found that the more people are exposed to certain stimuli, the more they demonstrate a favorable preference for them and take them as truth — a phenomenon known as the Mere Exposure Effect. In other words, we tend to gravitate toward and trust things we are familiar with.

 

There are a few ways familiarity is used to accelerate the recognition and recall of a brand. The tried and true approach is brand consistency and repetition. The more people see a brand's visuals and hear its marketing message, the more they tune in to it, trust it, and become willing to act on it.

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Familiar faces are compelling in creating trust since we've evolved to trust people we know and be wary of those we don't. This is why advertisers use spokespeople and celebrity endorsements as often as they do. Our attention is drawn to faces we recognize, and we instinctively believe a face or voice we're familiar with. This familiarity in a crowded, noisy marketplace helps to get a brand noticed — and trusted. And we buy from brands we trust.

 

Another approach to increase brand recognition is to name your product or service after a common color; for example, name your entity Indigo and always use the shade of blue in graphic design and communications. Or name your product/service after a recognized animal, for example, Zebra; since everyone understands what a Zebra is, familiarity will accelerate your brand recognition. This brand identity strategy involves Cognitive Fluency. We draw upon research of cognitive fluency, which is the feeling of mental effort needed to complete a task. Fluency is the subtle way our brains create efficiency in our thinking, making things feel effortless.

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Different is good – When creating a new brand, you must differentiate yourself. We designed each approach to appeal to business audiences. The IDs we created are different from other brands offering similar services. If you don't take a dramatic departure from the other competitive "me too" brands, you will likely have difficulty capturing attention, cutting through the clutter, and gaining market share. Designing a brand that looks like the others and does not differentiate you is the most expensive brand investment you can invest.

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