SAAS

BRANDING MATERIAL / EVALUATION

Brand Evaluation

After researching the visual material available on Google – I can see that your current marketing material differs greatly across various channels such as print, web and advertising. This tends to happen when an organisation has re-branded since launching or your brand has evolved and changed in any way. I have created a few specimen screens below that indicate a few of these variations.

Recommendation

I would advise more consistent use of your logotype, its colours and fonts across all channels. Consistency doesn’t mean that all of your communications have to look exactly the same, but it does mean that you should strive for visual cohesion. You should stick to a number of standards, such as your colour palette, visual style, font and size and spacing of your logo and produce a brand guidelines document that can be provided to anyone (internal/external) that might need it, for example, web design, advertising or print companies you might want to work with.

2009: Older material predominently used a Marine Blue colourway and the font Baker Signet (with Helvetica /Times Roman for internal text).

2010: After rebranding, SAAS used a Navy Blue colourway and the font Helvetica Rounded (with Helvetica for internal text).

2020: The current rebranding uses the font Gabriel Sans on the logotype amd Pantone 307c colourway,

2020: I found a mix of fonts on publications, ITC Avant Garde Gothic, Muli and Lato.

2009: The current website predominently uses the font Roboto (a Google font).

2020: Text used on Youtube videos is Avenir Book.

The Solution

Through my work, I currently help clients creatively communicate their brand message across multichannel
outlets such as web, social media, advertising and traditional print. I believe I can do the same
for SAAS. Coupled with this, I have vast experience of creating brand identity guidelines for clients such
as Stirling Enterprise, CRBS, Munro Recruitment and the AGI. I can also become a brand guardian to
help SAAS enhance its overall look across all media channels.

SAAS

BRANDING MATERIAL / EVALUATION

Brand Evaluation

Recommendation

The Solution

AKVA