A Brand is a distinctive visual identity for the company and what we stand for

Brain storming sessions, group-wide surveys led to the identification of the following core values that were associated with the group

• Young
• Leadership
• Flexibility
• Vibrancy
• Integrity

By summing up the above, the core vision was identified as “Innovative use of expertise in technology, industry experience, customer understanding to deliver high standards of service and customer satisfaction within the service industry”.

Creating the logo

The next step was to come with a logo. A successful logo needed to be

• Be simple
• Be representative
• Be attractive/attention getting
• Be memorable

The approach used for the creation of the logo stressed on the following

• Single mother brand, with all the subsidiary brands containing the mother brand iconography resulting in brand spend efficiencies and great visibility
• A single, easy recognized icon
• The brand umbrella has consistent and credible messaging

The Icon

It was decided that iconography is key to the whole process and to maintain the premium value of the brand, ‘wings’ would be an appropriate manifestation. Also, the ‘wings’ needed to be metaphorically represented.



The Result