When Implus approached us for a brand identity refresh, we worked with our sister agency Against Time, as they produced a robust brand strategy from which we could ideate on the next steps for the company’s brand identity.
Taking our cues from the strategic work, we worked on tone of voice, internal and external communications, positioning and the company’s mission. We also took a fresh look at the Implus brand identity to bring it up to date and align with Implus’ people-centric focus.
We wanted to combine a utilitarian, practical aesthetic to reflect the brand’s positioning. We spent time focusing on the “plus” logomark and sketched out lots of different options to convey these ideas.
The new “plus” was designed to allow the inclusion of staff engagement as a concept. The idea being staff have an opportunity to personalise the logo, to develop a closer affinity to Implus and to express themselves. Their personalised logo could appear on their staff pass, and on company branded apparel.
A graphic system was also suggested, to enrich the brand’s visual identity and presence.
Looking at a logo in isolation can feel abstract and hard to judge, so we always share how it would sit in different applications. Implus is an organisation that houses many other brands, so the application of the logo was particularly important here.
The use of organic shapes and the vivid blue colour palette, communicate the brand’s messaging by nodding to a human element as well as the emphasis they have on improvement and positivity.
The new identity needed to remain true to Implus’ corporate roots, and provide continuity rather than a major step change. We feel we were able to provide a new dynamic visual for Implus that really reflected their brand strategy at the same time.