Komosion reviewed existing brands, competitive research and worked with Sydney Olympic Park Authority to understand its mission, vision, goals and specific objectives and points of difference for the Conferences and Events division.
We then defined the brand elements and composed a creative brief for identity development. In the ideation stage we brainstormed and sketched ideas for the symbology and direction of the logo. We then presented options for review and further discussion.
Final branding was developed, along with an identity system and guidelines manual including guidance on the usage, size, location, spacing and placement of the logo. It also included guidelines on tone of voice, typography, photography, image criteria, colour palette and how brand partners will have an effect on the logo.
A brand’s identity is the visual expression of a brand that is communicated to the outside world, and includes its name, logotype or mark, communications, and visual appearance. An identity system and identity guideline manual allow for the consistent use of the brand’s identity through all consumer touch-points — allowing a brand to be easily recognised and gain awareness in the marketplace. A brand identity creates an emotional connection, and reflects the brand positioning and desired image.
This project involved creating logo, brand guidelines and colour palette. Komosion then created website designs, an exhibition stand, brochure and banners for the new brand.