H. United Reprographics Brand Identity:
CHALLENGE
United Reprographics is one of several competitive digital print resources in Seattle, and was looking to grow its business and stand out among the crowded field. With an offering that could be seen as a commodity, they needed a distinctive position and knew that it would take more than a logo refresh to communicate their points of difference.
SOLUTION
The entrant went through an in-depth discovery and research process to measure brand equity, and understand external and internal perceptions of the business, as well as the effectiveness of the current brand. Insights revealed that though they had a strong foundation in reprographics, their dated logo didn’t match positive brand associations. The name also limited growth—United is strong, but Reprographics no longer represented the breadth of services. Our research also revealed the opportunity to differentiate by elevating the culture and people who make it all happen, rather than just focusing on the work and capabilities.
RESULTS
They developed a modern and relevant brand by evolving the company name to United, and designing a new identity and visual language system that expressed their brand essence of Continuous Connectivity. United’s customers live in a 24/7 world where knowledge is power and instant information is a source of empowerment and control. With a brand personality of caring, local, professional and efficient, the company is positioned to set themselves apart by their relationship-focused competitive difference. The new tagline telegraphs broad capabilities, and the bold logo expresses complexity within simplicity, while also showcasing all the colorful possibilities within the world of digital printing.
