Solution

Motum B2B began work with Harding in a series of brand strategy sessions. Guiding them through a series of brand identity exercises, we developed a deep understanding of Harding’s people, history, products, customers, industries, values, and objectives.

Those discoveries informed the following stages of ideation and iteration that would eventually become their updated logo and brand guidelines. The update leveraged existing visual brand equity, including the original brand mark, which was designed around the initials of Harding Display. Paying special attention to the icon and typographic treatment, we developed a polished brand mark and modern font style that is immediately recognizable to new and returning customers alike.

The brand guidelines include different treatments of the brand’s final logo, fonts, colour palettes, and text styling, as well as instructions on how to use them all in a way that upholds the overall brand aesthetic. These rules help keep the brand image consistent and help everything display clearly in all formats — a must-have for a company that works in a visual medium like marketing displays.

Another supporting document was the tone and voice book, which outlined aspects of the brand identity defined in the earlier exercises. It included the brand’s positioning, personality, values, messaging, and tone and voice to serve as a reference point for all future communications.

The final deliverables serve as the foundation for any future projects, be it website updates, new collateral, or tradeshow displays. The results can be seen throughout Harding’s new website, which makes use of the bold yet streamlined designs to grab the viewer’s attention.