Software Advisory Service
SAS wanted to echo the essence of their business in their new brand – how they help businesses to simplify the complex decision making process within I.T.
When creating a new brand we spend a lot of time thinking about how we can do just that, illustrate the core values of a business. Software Advisory Service, known affectionally internally as SAS wanted to adopt the acronym. This gave us a challenge as there was another business in the same arena with the same name. How can we translate this acronym into the brand but stand out from the competition to claim their stake?
Like our clients proposition we broke down what was required into its purest form. Communication. This in its purest, simplest form… morse code. So now we can say SAS without, saying it. It gave us a graphic hook to carry through all collateral and a discussion starter for our client.
A dot and a dash…
Morse code has been in use for more than 160 years—longer than any other electrical coding system. Using the code of the three letters to create a bold visual block, it adds to the brand narrative. Used in either a solid or outline form we can create a strong visual impact or in a more subtle manner.
The colours used represent technology and the human interaction of communication. It allows the brand to present two personalities speaking to the more tech based B2B or directly to a consumer. The brand thinking can be applied to an inline version of the logo as a sign off on documents, emails and digital elements. Used as a directional device it helps to introduce the morse code style to the acronym.
The outcome was a flexible graphic device that allowed the client the freedom to select different styling for each communication. Wether B2B or client facing a coherent brand message was established. This brand sits along side 2 others under an umbrella group. Follow the link to see the story for the overall group brand.
See the Group brand story →
Services in this project
Branding
Design
Digital Design
This work was undertaken in my role as Head of Design, The Shine Agency, Glasgow.