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Brand and visual identity

Pro-audio brand

The creation of a sleek and colourful pro-audio brand for an international business originally from Canada.

This business is a prominent name in the development of DSP systems since 2002. It’s focus is the development of high-end audio processors for a number of environmental applications. Firedog worked together in conjunction with a London based brand strategy consultancy and partner agency in delivering a contemporary corporate identity for the audio sector. Firedog was tasked in creating dynamic audio branding for the business. Our work included the creation of a new brand mark, brand and visual identity, guidelines, website design and various communications templates.

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The previous brand mark was not very professionally created.
The previous brand mark was not very professionally created.

When your image lacks pride, it's very difficult to promise product quality.

A radical and much needed refresh

The existing brand mark was very poorly rendered. It had a very amateur feel which belied the businesses capability in the pro audio sector. It was difficult to work with, given the fine detail within the symbol. It didn’t look good on the hardware and it just lacked the slickness one would expect from a pro piece of gear. What is more, the visual identity was non existent. The website had no design language off which to leverage. This resulted in a perceived lack of pride in the brand and this in turn hindered growth. When your competition looks so much more well made than your own, it’s quite difficult to promise product quality – no matter how good it may be.

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Music & Audio

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The ability to comfortably render the mark in any situation became paramount.

Firedog began the process of creating a simple one dimensional brand mark that could easily be rendered at any size and on any surface. The business is a both a software and hardware manufacturer. Therefore the ability to comfortably render the mark in any situation became paramount.

We set about creating branding concepts which relied on either type customisation or simplistic symbol design. It was important that the solution be as minimal and recognisable as possible.
We set about creating branding concepts which relied on either type customisation or simplistic symbol design. It was important that the solution be as minimal and recognisable as possible.
The brand mark has been created to be absolutely strong and identifiable.
The brand mark has been created to be absolutely strong and identifiable.
The visual identity concept exploration delved into using the X character as a dynamic shape.
The visual identity concept exploration delved into using the X character as a dynamic shape.

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Technology

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The energy behind the brand look and feel is apparent in the design of the visual identity system.

The energy behind the brand look and feel is apparent in the design of the visual identity system. We looked to harness the nature of the character X. This letter has primary overlapping diagonal shapes which can be used to create a graphic language. We set about creating a supporting graphic device which could be used in interesting crops. The angles and linear devices also tied back to the X within the wordmark creating a cohesive relationship between logo and look and feel.

The client had a preference for ultra primary and bright colours set upon the anchor black background.
The client had a preference for ultra primary and bright colours set upon the anchor black background.
The angles inherited from the symbol and graphic device are used as image, colour and text containers in order to create a flexible identity system.
The angles inherited from the symbol and graphic device are used as image, colour and text containers in order to create a flexible identity system.
We created the digital branding and web design for the business website.
We created the digital branding and web design for the business website.

Expertise Spotlight

The experience features a neutral dark interface combined with bright zones of activity and interactivity.

Digital Branding

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Extending the brand identity

Beyond the brand identity development, Firedog has assisted the business in applying the brand across a number of channels. Firstly, we have been responsible for the design of the global website. This was a great opportunity to marry content with the visual system and the result balances creative expression with functional design. We have assisted the pro-audio business with extending the brand language into product design. Firedog has undertaken product design for a number of the hardware DSP units. This has involved designing and collaborating with engineers in creating unique and memorable branded hardware. We have also helped with event planning by providing guidance on spatial design and structure.

The Solaro FR1 DSP product features a customised LED display and soft touch interface buttons.
The Solaro FR1 DSP product features a customised LED display and soft touch interface buttons.

Expertise Spotlight

We delved deep into the controller software space analysing a wealth of sliders, faders and buttons.

Digital & UX

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The branding extended into three dimensions.

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