Learn how to apply the new brand aesthetic to employee uniforms and company vehicles.
- [Instructor] Consumer facing brands are under constant scrutiny. A company can provide horrible services, yet have a stellar logo and marketing strategy that will bring in new business for a while, but eventually over time if not resolved, will end up tarnishing their brand in the public's eye. Likewise, a good company providing quality customer service and dependable products can have a very weak brand identity yet still survive but growing their business, and drawing in new customers who can experience their service firsthand will be a lot harder to achieve.
The key to both is to do them both well, and the easiest and most effective way to promote publicly everyday and grow a business like OneStop Pro is through the continuity of branding via uniforms and vehicle graphics. So let me show you how we did this for this client. Now this is their old uniforms, and it had their old ugly logo on it, and there's a lot of problems with the logo. Primarily one of the big ones is they used transparency.
This 50% transparent as well as the communication aspects. The name's meaningless. And it's just not working very well for him. And if you put it on a dark background, you might've thought it would look worse, but that black shows through the transparency. Lot of production problems is not going to be easy to use moving forward in various applications, regardless if you change the color background. That doesn't improve it. It actually introduces more problems with readability now.
So the problems compound upon themselves when no forethought is given as to usage rolling out. We don't have that problems with the new brand. The new brand we thought and kept in mind as we were designing it, how is this going to use? How is it going to exist in the real world? What kind of applications this is going to be applied to? And how do we prevent it from getting lost, and working well and not being a problem moving forward? And that is the case of this logo is we created this nice halo shape that falls behind the logo.
So whether the background's black, or in this case the branded blue, it halos the artwork, and it makes readability work really well. So this is the primary logo. We did that also for the brand character, and then we carried this artwork into the uniforms. So on the uniforms, we're using that brand character to design embroidered on the hats, so those on the service calls on their team will wear the hat, wear a T-shirt with the primary logo printed on it. Some of the employees will wear the hat, and also wear a polo shirt.
Now this is public facing exposure to a brand identity, and it's what people will engage with on a daily basis, and remember so it's important to keep these things in mind, 'cause a uniform is going to be a key way to show professionalism without speaking one word. And so here's a good shot of Dan, the owner, wearing the hat and one of the polo shirts, so when people see it, they know it's a professional working on a house. Here's another public facing image interacting with a client going over some information on the iPads they use to explain things and showcase quotes.
Here's another public facing image of their team wearing the various uniforms, be it a T-shirt or a polo shirt, and you get a sneak peek at what I'm going to show you next, which is the vehicle in the background. So the public facing aspect of a brand new identity is going to do the heavy lifting marketing wise, and serve on a daily purpose to promote the company, so it's really important to do it well. So we're going to take a look at their old vehicles. The old vehicles used, once again, the old logo.
Lots of problems with it. The name being the biggest one and this didn't work well. It also didn't act as an ad, because it was only viewed from the back. So they weren't getting a whole lot of leads using this. So when we designed the business cards initially for their brand identity, this really established the overall brand vernacular we're going to carry forward now in other pieces. Specifically the vehicles. Now if you go to my website and you view this project, this is the van you're going to see.
This is what I would call an idealistic vehicle graphic. Meaning, this is not their actual van they use. This just shows the potential of what this graphic can do to a vehicle. In this case, a really nice, clean, polished, new van. The reality of the situation is it's a small business. They had vehicles in place. It's not like they're going to go out and buy new vehicles just because of the new brand. They need to use what they're already using.
So the client provided me with photographs, and here you see it. This isn't the greatest photograph in the world, but it's good enough to work out the vehicle graphics that can now be applied to this vehicle, and turn it from this and really make it impactful, and communicate to the public at large through the use of their brand identity, and so you can see we have the primary logo here. Their website and their phone number's very prominent.
We have a listing of the services. This communicates everything they want to communicate quickly, and in a compelling way. We also are redundant by putting a graphic on the door, and we have a vehicle number. Now I stated previously they have three vehicles. We're going to come back to that number. I have something fun that I do with clients who have vehicles and their small businesses like this that I'm going to touch on in just a few seconds that's kind of a fun way to think about unique marketing.
So this is the side of the vehicle, and of course the back door we just simply layout our artwork on that to compose it in such a way that it's going to communicate well. So these are the actual files. The way I set up the actual files that I then present to the client to get approval, and then once approved, then I set up the artwork exactly like this, and then I provide a comp showing the positioning of the artwork on the vehicle and provide that with the source files to the vendor, in this case, the sign shop that does vinyl graphics for vehicles, and that way, it removes all the guesswork.
They know exactly how it needs to be applied to the vehicle, and they just follow my comp to do it well. So, that's the easiest way I found to do it. Others might have other ways but that's how I do it. Now this is one of their vehicles. I'm going to show you another vehicle, 'cause it was a little more challenging to get it to work well. And here's their other vehicle. It's one with a lot of compartments. It doesn't have this big plane that's flat to work with, and so I had to figure out a way. How am I going to flow this brand vernacular into this context? And this is how I did it.
I just isolated the various areas, and it also gave me additional ideas and here's one cue that we picked up on the creative brief from the previous movie is that people enjoyed the fact that they could call this company and they would come there, and do pretty much anything they want, and they were always good to their promise, and that led to creating this tag line. One promise, one goal, OneStop Pro. I love this.
This is jingle worthy if that means anything, and eventually they're going to do some radio spots, and they're going to actually get a jingle done. I sourced out a few vendors who can create and compose original jingles for small business, and hooked them up with a company, so eventually that will become one of those sing-song type jingles you hear on the radio. One promise, one pro, OneStop Pro. I'm not going to sing it for ya. I'm not a singer. But we included that on the vehicles, and I just used this as an opportunity to do some other unique marketing, such as on this panel here.
We'll go and zoom in on it. He wanted to do and ask about the truck siding discount, and I said well this the perfect place to put it on the actual vehicle, and so that's what we did there. We have the primary logo on the door, and this shows the flexibility of the brand. We're not using the primary logo here because it would be too small, because of the proportions of the space, so we're using the horizontal one, and it works perfectly fine. So that's what happens when you think through a brand system that has that flexibility.
Now the one thing I wanted to bring up is this number. This company only has three vehicles. So why I'd put an eight on this vehicle? Well this is what I would refer to as marketing PSYOPS. Now within military circles, you have military PSYOPS. They fly over areas, theaters of war, and they drop pamphlets to psychologically influence people into thinking something that either isn't true or is true.
And in this case, I'm doing the same tactic. It's a marketing tactic they developed years ago where I want their competition to see his vehicle, and be amazed at it, but then see this number, and they know exactly what that means. Whoa, he has a fleet of eight vehicles? He's growing. Actually, he only has three. But it plays head games with 'em, and I'm going to tie that into something at the end when we do an overview audit of how this branding has worked for this company. It's really cool. So that's just a little insight peek at some of the thinking I put into these things, and in the real world even though their vehicles aren't idealistically perfect, they still work well.
So here's a nice photograph of the actual vehicle in context being used and it's worked really, really well. Now on my site, I'm still going to show the idealistic vehicle because when I promote on my site, I'm selling potential not reality. This is the potential it could be, not the exact reality, even though it's pretty close. So, let's face it. Uniforms produce what their name implies. They bring uniformity to the brand identity efforts, and are a must for service oriented business like OneStop Pro.
The sheer visual impact vehicle graphics can play in promoting and calling attention to a company should never be overlooked. If done well, the ROI, that's return on investment, is a no brainer and will pay for itself easily. So when selling this aspect to brand marketing to your client, remind them it's not a cost, rather it's smart investment in their business.
Join Von Glitschka, illustrative design guru, for this hands-on project that demonstrates what successful rebranding involves from the designer and the client. He takes the existing brand for a small plumbing and electrical company and asks questions to get a deeper understanding of their goals. He maps the answers to a new name and develops a logo that better represents the brand values. He solicits and incorporates feedback from the client, and then presents the final brand assets. Last, he reviews the uniforms, vehicle wraps, asset library, and advertising campaigns that were developed to complement the new direction.