work/ Ilogica brand
Ilógica brand identity
Jan 12, 2022
Building a brand identity and experience for Ilógica: building the foundations of a company through a process of constant evolution
Goal
This rebranding project became a valuable opportunity to establish the foundations of Ilogica's identity, laying the foundation for its continued growth and success in the digital world. Although the process was complex and challenging, I gained an invaluable lesson on the importance of shaping the brand from the ground up and establishing a solid direction for its future. In an ever-changing environment, I understood the crucial need to adapt and evolve to stay relevant in a competitive world.
Team
2 User Interface Designers
C levels: CEO, CFO,
Infrastructure Specialist
Content Specialist
2 UX writers
Software Development Manager and Back-end Dev Lead
Chief Customer Experience Officer
Culture Manager
QA Specialist
Experience Manager
Chief Business Officer
Tasks
Analysis of existing identity
Research and definition of the company's vision and values (Conduct internal and external research to understand the essence of Ilogica and define its vision and core values)
Development of a rebranding strategy
Design and creation of the new brand identity
Creation of style guides and brand guidelines: Ilogica manifesto.
Design and development of the new website
Implementation of the new brand identity in different channels (including presentations, corporate documents, social media profiles and printed material, among others).
Monitoring and evaluation (regular monitoring of the implementation of the new brand identity, gathering feedback and making adjustments as needed to ensure its effectiveness and consistency over time).
A Zigzag Challenge to shape an identity.
My arrival as an intern at Ilogica presented me with an exciting challenge: to be part of the renewal of the brand from its roots and establish parameters, principles and guidelines that were aligned with our culture and company. Ilógica, a UX and digital development consultancy present in Chile and Colombia, focuses on researching and implementing products in the digital world, always focused on users.
However, this project became a long process due to the prioritization of other projects in the company. Often, we find ourselves in situations where we prioritize taking priority over others than empowering ourselves. This made tackling the rebranding a complex challenge, as we did not have the time to fully focus on it.
Despite the constraints, the urgency to dedicate the necessary time and effort to carry out this project was born. We worked closely with the team to understand the essence of Illogic and reflect it in every aspect of the new brand identity. As we moved forward, we established clear parameters and solid principles that conveyed our vision and values. It wasn't easy. Moving forward does not present itself as a straight line, rather a zigzag line full of taking one step forward and two steps back.
Aligning strategies and making decisions.
This process proved to be a significant challenge, because as the design and delivery of the project elements progressed, it was crucial to obtain review and feedback from all the important parties that make up Ilogica, ensuring that everyone felt represented. The diverse perspectives and experiences enriched different aspects of the project. Although complex, this approach improved the quality of the final result.
By involving all members, it strengthened the sense of commitment to the project, promoting a culture of collaboration and preventing anyone from feeling excluded or uninformed. This was critical, as understanding and commitment from the early stages of rebranding was essential for everyone to feel an integral part of the process. **The less informed you are, the less engagement there is.
Inevitably, challenges and conflicts arose during the project. By having all stakeholders involved, constructive discussions and debates reflected different views, interests and priorities. The important thing was to address these disagreements and find beneficial solutions for the company as a whole, from revisions, iterations and new proposals. Was it difficult to reach consensus? Yes. It took several attempts and iterations to get to the final result, but it was totally rewarding and aligned.
A comprehensive, playful and eye-catching launch.
The internal and external launch of the brand was a crucial moment for the consolidation of the changes made in Ilógica. Showing a new change at such a big level, had to be accompanied by something that would chaptivate from the very first moment.
An internal presentation was made to all the people who make up the company, where the details of the rebranding were shared (always from the why and the rationale) and the new elements that reflected the identity and values of Ilógica were highlighted. This process of identifying oneself is crucial, as it makes each member feel part of and valuable within the company.
During the presentation, the importance of celebrating this change and involving all Ilógica members in this experience was emphasized. How? by sending a box with personalized gifts of the new brand to members in Chile and Colombia. These gifts, which included a robe (yes, in the middle of a pandemic and remote work it was important), pins, a tote bag, a backpack, a mug and a notebook. These items were carefully designed to create a complete experience and convey the new spirit of the brand. In addition, each member received a personalized message, which generated a sense of appreciation and individual recognition.
Another highlight of the internal launch was the creation of achievement pins, which were given out to set a playful and fun tone to the Illogic experience. Each pin represented an achievement or experience within the company, such as having participated in Illogical events, trips or parties, or having attended relevant conferences. This strategy aimed to encourage participation and generate a sense of camaraderie and shared achievement among each person who is part of the company. The playful approach was successful in creating a motivating, fun and exciting environment.
The reception from all employees was extremely positive. There was a great sense of satisfaction in seeing how aligned the team was with the outcome of the rebranding. The individual recognition and personalized gifts helped to strengthen the sense of belonging and commitment of each team member.
Once the internal launch was completed, communication was carried out globally through social networks and Ilogica's main customers were informed about the changes made. This strategy made it possible to extend the reach of the new brand and convey Ilogica's renewed values to a wider audience.
In summary, the internal and external launch of the brand was an exciting and rewarding stage for Ilógica and for those of us who were behind this long process of change. We were able to create a complete internal and external experience, strengthen the sense of belonging and recognize everyone's individual contributions.
An evolving brand: embracing change, but respecting the fundamentals.
As I mentioned earlier, we live in an ever-changing world. In just three years, we realized the need to undertake a new renovation. When you are a company dedicated to offering digital products, it is crucial to constantly evolve. Therefore, we started a search based on the established foundations to develop a more vibrant visual identity, capable of adapting to the new horizons** that the company aspires to reach.
This new visual identity aims to be closer, lighter and friendlier, while keeping it fun. Working closely with our team, we began to iterate new shapes, colors and approaches that would reflect this new stage of Illogic.
As we move forward in this renewal process, we value the collaboration and creativity of our team. Together, we explored different possibilities and adapted as we evolved. This constant search for improvement and adaptation is essential to keep up with an ever-changing digital environment.
Do we think all the previous work was in vain? **Of course not. The evolution of the Illogic brand goes beyond visuals. It represents a commitment to grow and adapt as the digital world moves forward. With a more vibrant, approachable and fun identity, the idea is to be ready to face the challenges and opportunities that lie ahead. Besides, it will most likely happen again in a few years, but the foundations are already solid enough to face it.
