“We chose InnerVisions ID as they came to us highly-recommended. From the very first meeting with the Dipsticks Research founders, they immediately grasped what we wanted to achieve and generated loads of fantastic ideas throughout the project. In addition, we found the whole team easy to deal with and quick to respond to queries and changes.
We really love the finished branding. It exactly conveys the message we wanted to put across; innovative and global. The chosen colours are striking and there is a lot of potential to take the idea further in future marketing communications.
Would I recommend InnerVision ID’s services? 100%!”
Matthew Sutton, Business Development, Dipsticks Research Group
DRG is a group of seven market research companies, based in the northeast.
Though each company had their own brand, an umbrella ‘group’ identity and website were needed to pull them together and help communicate the scope and scale of the whole company.
The new identity had to reflect their big, global, established, corporate and serious status, but also be modern and cutting-edge. The logo had to be colourful and include their strapline, ‘Clarity Through Insight’.
We go through the full strategy and design thinking in our blog, but let’s cut to the chase for now…
inspired by research
The logo had a planetary ‘global’ feel with the seven coloured circles representing the seven different DRG companies, in the ‘gravitational pull’ of the DRG brand. However, the look was also inspired by the language of research, i.e. Venn Diagrams and bubble charts.
A simple, yet distinctive sans-serif font keeps things minimalist and modern.
Colour
We kept the colours ‘flat’ as these work better when scaled down and on digital platforms. It also looked more modern than the 3D gradient logos of Dipstick’s individual brands.
Although 95% of Fortune companies use only one or two colours in their logos, we chose to use four colours, inspired by some of the biggest global brands like Microsoft and Google.
Three of the colours came from the existing DRG companies, the navy blue was a new addition to the palette. This added the ‘established, corporate and serious’ gravitas required of the ‘parent’ company,
Secondary colourways keep the brand looking fresh and interesting…
Collateral
26 pages of brand guidelines outlined logo usage, use of colour, typography, imagery, language, data and illustrations.
Photography uses clean, colourful pictures…
Data charts use the DRG colours too
We also created business cards, a PowerPoint template, invitation, event branding, branded gifts and a slideshow for a swanky DRG launch party at SushiSamba.
Finally, we created a group website…
