newcleo Acquisition Branding
The objective was twofold: to uphold the high standards of the brand and effectively convey their values, professionalism, and unity both externally and within the companies themselves.
Credits
Art Direction & Brand Strategy: Marta Grillo
"A flexible strategy that preserves the acquired brands' unique identities and heritage"
ANALYSIS
The analysis phase was essential in order to define the key elements of the newcleo logo in relation to those of the acquired companies.
By dissecting the original payoff structure, guidelines and construction grids were established for the redesign.
ART DIRECTION & brand strategy
The strategic approach aimed to seamlessly integrate the acquired brands into the newcleo visual identity while preserving their individual histories.
It was determined that the logos would remain largely unchanged, with minor optimizations, and a shared Payoff would be added to underscore their affiliation with the group.
The incorporation of the diagonal cut line, a signature feature of newcleo, emerged as the distinctive element across all brands. This visual motif not only suggests progression and future growth but also provides a cohesive visual thread. Its adaptability allows for a modular and easily scalable application.
From a color perspective, the decision was made to fully integrate the original palette while maintaining hierarchical distinctions. Color, being integral to the communication of the startup, serves as the unifying factor that defines the group’s collective identity.
Rütschi
Fucina italia
S.R.S.
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