Your Creative Partner

Relevant, valuable and innovative. Those were the key words that UK & Ireland SAP User Group (UKISUG) wanted to be represented in their new brand.

Following an internal marketing review, the group decided it was time to refresh their corporate branding. The previous logo had been in operation for over 20 years with just a few minor amends over that time.

Following a successful tender, mm&d were appointed to design and implement the new branding across various channels.

One of the key early tasks for the project was to meet staff, directors and members at one of the regular events that UKISUG host. This was a great opportunity to learn more about the business and get an insight, particularly from members, to how the brand is perceived. We used short surveys, delivered in a casual one-to-one setting to pull in vital information which we would then feed in to our design team.

From the feedback, it was fairly universal that the previous brand needed to be refreshed. We also asked participants what they looked for in a brand, what they like and what stands out. This varies from industry to industry so it was important to consider this as the members are a key target audience for UKISUG.

Gavin Hatton, Design Director, mm&d:

Following feedback from the members, prominent phrases that needed to be represented included ‘modern’, ‘voice for users’ and ‘communication’. We used the speech bubble in the logo to represent the communication aspect and this feeds through all branding.

The new brand was launched at the UKISUG Annual Conference at The ICC, Birmingham in November.

The feedback we have had from UKISUG has been great. The new brand was phased in following a lengthy communications audit and we look forward to working with UKISUG moving forward.

Looking to refresh your brand? Contact us today!

Your Creative Partner

Branding and logo design continues to play a big part in the work we carry out at M Media & Design. There are many reasons companies choose to rebrand. Maybe their positioning has changed, and they are now offering different services to when they first started.

In our ten years of business, the way businesses use their logo has changed dramatically. With the increased use of digital media, it is important that companies have a brand that stands out online. A dated logo may not represent your company values and leave you behind your competitors.

Over time we have created an eight-step process to delivering a new brand:

1. Meeting with the client

When we first start working with a company on a branding project we like to meet the client in person. We feel this is a crucial stage where we learn more about the business and the project brief whilst also being a great opportunity for both parties to ask any questions. We have a series of questions we start each project with which can be completed online or at the initial meeting.

2. Research

Once we have met, we will then carry out comprehensive research on the business, the industry they are involved in and who the client’s competitors are. Establishing the target audience is key when undertaking any branding project.

3. Consult

It is important that we consult a wide range of groups including directors, staff, clients and others involved in the industry. Learning more about what the client’s customers look for in a brand is important as they decide how the business is perceived. There are a number of ways we do this including focus groups, one-to-one meetings and online surveys.

4. Sketch

Once we have greater knowledge in what is needed for the project, our Design Director will discuss the brief with our design team. We will sketch through some ideas, deciding what will work well and what could be developed further.

5. Three concepts

Following the sketching process, we would begin designing the artwork. We generally supply three concepts to the client, but if our creative team feel there are other versions that would suit the project we may supply more.

6. Present

Once the concepts are complete we would arrange a time to come in and meet with your team. We will present our concepts along with examples of how the branding will work on a range of mediums, including print and digital.

7. Revisions based on feedback

Following the branding presentation, there may need to be changes or adaptions to the artwork presented. This is often a slight colour change or the use of a different font. We would return the amended versions via email for sign off.

 8. Deliver

Once the chosen artwork is signed off we would send over multiple file versions for use. Depending on the client, we often provide brand guidelines which allow you to educate your partners on how your new logo should be used.