Chapman Logo

Brand Evolution –

Designer Group

In 2017, Designer Group, one of the leading international mechanical and electrical providers, commissioned Chapman Consulting to complete a brand evolution project that centred on modernising and enhancing their overall brand.

“After engaging with Chapman Consulting on an SBDR report, which proved to be very helpful with our marketing and business strategy planning, it was decided we needed to re-brand to position us as the go-to company within our sector. We had some concerns as our brand was very established, but Chapman Consulting’s team put us at ease and managed a subtle evolution that has helped us move our brand forward, whilst retaining the integrity of the initial proposition. Our new identity reflects our company with a more modern focus, as we expand globally. The Chapman Consulting team have been very responsive to all of our requests, lovely to work with and I look forward to continuing our working relationship with more projects this year.”

Kerry Noblett, HR & Business Development Director, Designer Group

Forward-Thinking

With offices in the UK, USA, Dublin and Africa, this project would shape the identity of Designer Group’s worldwide brand. The logo, imagery and branding not only presents the identity and character of the company, but also communicates the company’s vision for the future.

The evolution of the logo needed to maintain and encapsulates the prestige, quality and excellence that Designer Group has developed over 25 years, whilst adapting their identity to the modern, competitive markets.

This was a large-scale and complex project, requiring significant co-ordination and communication across all the Designer Group offices. The new design had to deliver for two drastically different ideologies – the UK office, wanting to expand and compete within the highly competitive London market, desired a drastic brand overhaul to position the brand as a forward-thinking, adaptable and innovative company. However, the Ireland office felt that the Designer Group logo was a well-established and recognisable design and wanted to minimise the number of changes.

With offices in the UK, USA, Dublin and Africa, this project would shape the identity of Designer Group’s worldwide brand. The logo, imagery and branding not only presents the identity and character of the company, but also communicates the company’s vision for the future.

Modern Focus

The evolution of the logo needed to maintain and encapsulates the prestige, quality and excellence that Designer Group has developed over 25 years, whilst adapting their identity to the modern, competitive markets.

This was a large-scale and complex project, requiring significant co-ordination and communication across all the Designer Group offices. The new design had to deliver for two drastically different ideologies – the UK office, wanting to expand and compete within the highly competitive London market, desired a drastic brand overhaul to position the brand as a forward-thinking, adaptable and innovative company. However, the Ireland office felt that the Designer Group logo was a well-established and recognisable design and wanted to minimise the number of changes.

 

Subtle Evolution

The solution to this was to create a scale of brand refinements, with each concept adding additional elements from the last. Three concepts were created and placed on a scale, with the first design maintaining the core design, but with subtle brand changes to create a cleaner, more refined identity. The second concept built upon this with a design that incorporated a new font reflected within the logo. The third concept was the most adventurous of all, featuring a minimalist design and changed the iconography, but still retaining the essential elements of the original design.

These concepts were introduced in a special presentation to the directors at Designer Group, displaying the subtle innovations of each concept, whilst reinforcing the foundation of the original design.

The first design was very well received and chosen for the global re-brand of Designer Group. From the success of the project, we were able to progress and build a long-term retained partnership, being elected for creative, tactical and strategic projects and solutions for new and upcoming projects to 2021.

← Back to Case Studies

Like what we do?

Fill out our form, flick through our online brochure or give us a call.