Infostud Goup is one of the biggest internet companies in Serbia. It consists of many sub-brands that are operating in various areas, such as education, automobilism, employment real estate and insurance, and some of which are leaders in their segment.
Our task was to define and create a new identity for Infostud Group, as well as for a portfolio of brands within the Group and modernize the communication in general.
Turning the tide
We took an approach that would single out a key element of brand recognition that would be further applied to each sub-brand. We identified all the weaknesses of the old identity (obsolete mascot e.g.) and decided to turn them into advantages. Our final creative solution consisted of defining a new identity while retaining an essential idea behind the old one, in order to keep the brand tradition and continuity.
The simplification method
The simplification trend in branding, especially in tech business, introduced a "cleansed" look and feel of key elements of recognition that are supposed to exist in the digital environment. So we use that in creating a simple, direct but strong logo, with plain typography and colors that is going to be a foundation of brand identity and the communication. Our approach was based on the most relevant and up to date examples of some of the biggest global brands, such as Google, Amazon and Facebook, brands that started from a single website similar to Infostud Group.
One greater whole
New logotype was envisioned in a way that would enable defining and designing the brand extensions as a logical part of the core brand. New sub-brand logos are all being reinterpreted complementary with the Infostud Group identity, using the same color code and aesthetics. We preserved the visual symbols from old logotypes by incorporating them in the new logotype architecture, achieving the modern look that communicates brand evolution and activity.