4ICG Group
As the driving force behind the UK’s most talked-about marketing brands, 4ICG wanted to create a group brand that could hold the bold personalities of it’s parts.
4ICG is the definition of growth. It represents a formula devised to aid business growth. The client have used this equation and methodology to identify and influence in excess of £2.8bn buying decisions.
With global reach they help technology companies achieve breakthrough growth in over 34 countries worldwide. The brand needed to echo their position as leaders in the field of demand generation and the employee focussed culture.
The look and feel is forward thinking and innovation led. Structural in design it is the strong foundation of the group. Tangible results and a real return on investment form the core philosophy while the company attitude to employees is progressive and at the heart of the business.
The power of 4
With opportunity and growth at the heart of this company, I looked at icons symbolic of power, to feed power and to grow. Bar charts synonymous with progression, charging batteries to full and on/off switches. I explored the parts, representing opportunity, structure and foundations. Pillars, open doors, innovation and technology.
Growth in nature requiring light and water exploring the elements of each. Insight into how things work and in-depth knowledge to study the data allows the business to help others identify hurdles and overcome them.
The end result borrows elements from all of these discoveries, the 4 I’s form open doorways, they also are stepped layers and hint at the base of a lightbulb suggesting innovation and opportunity. The C and G combine to make a standby button, ready to power up your business, the 4 bars leading to full power. The angles all point to forward motion giving the brand a dynamic progressive feel. At the root is a strong foundation marque to support the brands that sit underneath the group.
4ICG needed a logo to anchor the group, a strong corporate brand branching off into market leading businesses under the group umbrella. It had to be clean and professional but hint at the underlying innovation at the root of the group. During the sketch process I explored symbols of power, powering up and growth. Icons that could suggest opening doors and the opportunity presented by the company.
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Services in this project
Branding
Brand Structure
Design
Digital Design
This work was undertaken in my role as Head of Design, The Shine Agency, Glasgow.