Publication date: March 2024
objective
Renovation of the corporate identity in line with the current positioning of the Record business group:
A comprehensive modern supplier with guaranteed quality, delivery times, and personal transaction management.
Creation of visual communication that conveys the character and advantages of the company:
— reliability
— expertise
— scale
— ambition
— flexibility
A comprehensive modern supplier with guaranteed quality, delivery times, and personal transaction management.
Creation of visual communication that conveys the character and advantages of the company:
— reliability
— expertise
— scale
— ambition
— flexibility
Building a visual image for the Record business group through the metaphor of high-achieving sports, which we identified while developing the brand platform. Business as a sport, where every team member is focused on results—both within the company and in interactions with partners and customers.
The metaphor is reflected in the corporate style through:
— Bold, weighty lettering in the logo
— Dynamic slant in the graphic elements
— A serious color palette with the addition of neon accents
The metaphor is reflected in the corporate style through:
— Bold, weighty lettering in the logo
— Dynamic slant in the graphic elements
— A serious color palette with the addition of neon accents
solution
The company’s maturation affects its visual self-identity. The new logo design goes beyond the regional level, leaving behind the youthfulness of thin lines. The company name literally grows physically and boldly stands on a par with the symbol, which represents growth and ambition.
The font conveys the company’s unique character through its original design: the letters have slanted edges that create a sense of movement. Each element has its place in a grid-based system—orderliness and visual harmony convey reliability, intelligence, and expertise.
The depth of corporate graphics and printing plays a significant role in shaping the image of a powerful and modern company. Textures create sensations and associations, add volume, and are memorable.
brand identity
The concept is based on the company’s previous logo and is a logical continuation of it. Modern colors and textures combined with new graphic techniques create a sense of renovation and maturity, while keeping the company’s image recognizable on the market.
trademark
The symbol is a staircase made up of circles. We give these circles freedom—in the form of a brand pattern, oil balls, and symbolic figures. The symbolic icons can be used in internal communications (Instagram, internal documentation) and do not replace the main pyramid symbol.
We created a new website for the company that fully complies with its corporate identity. A tremendous amount of work was done—a large volume of information was logically and structurally organized. In business, time is money, so the main page of the website gets straight to the point, describing the business group’s areas of activity.
The overall tone of the portal is businesslike, informative, responsible, and trustworthy. The content is aimed not only at customers and investors, but also at those who want to build a career in the company. The site includes up-to-date information about job vacancies, as well as employee reviews.
website
The resource is not lacking in dynamism. Subtle and pleasing to the eye, animation is used with caution—all of its elements have a clear rational justification. For example, the background of the first screen of each page uses its own smooth flow of 3D spheres, which support the corporate style and refer to the company’s main direction.
For optimization, most of the content is placed in hidden tabs or pop-up windows. For example, the group has a number of branches, but their maps are hidden and open when you click on the corresponding address. Another example is job vacancies, which are loaded in a pop-up window with their own form and the option to attach a resume immediately. These intuitive techniques simplify the site and make browsing it more comfortable and efficient.
TECHNICAL FEATURES
An ambitious concept was chosen for the leasing division of the Record business group, based on a combination of a fundamental font that continues the style of the main logo of the business group and a dynamic symbol in the form of the geometric letter P.
The logo and symbol are aligned on a grid and have a harmonious structure, allowing the viewer to perceive the image as a whole. The font has a special detail, as in the main logo, with a bevel used in the crossbars of the letters.
Corporate printing takes on special significance in shaping the character of the direction and is complemented by the variability of the sign’s use.
trademark
The 45° angle of the letter P is associated with speed and a car moving forward quickly. Another source of inspiration was the flag—a symbol of teamwork and success. The logo is dynamic, yet its massiveness and clarity convey reliability and quality, which resonates not only with the car theme, but also with working with serious technical equipment and real estate.
The logo can be made in different colors and textures, which provides flexibility for developing the identity of the Record business group’s leasing division.
The logo can be made in different colors and textures, which provides flexibility for developing the identity of the Record business group’s leasing division.
brand identity
The brand graphics metaphorically convey the team spirit and sporting spirit of the leasing business to the viewer—the lines are drawn in the form of road markings. Within the team, sporting spirit can become a bonding meaning, a kind of game that stimulates achievement and new challenges.
