Main Catalog Mechanical Engineering and Machine Science Industrial Design

Developing the corporate style elements on the example of rebranding a small innovative enterprise

Authors: Egorova E.A., Parfenova E.V.
Published in issue: #11(88)/2023
DOI: 10.18698/2541-8009-2023-11-949
Category: Mechanical Engineering and Machine Science \| Chapter: Industrial Design
Keywords: design, graphic design, branding, corporate style, rebranding, logo, machine-tool industry, mechanical engineering
Published: 19.12.2023

The paper considers an approach to creating key elements of the corporate style (logo, brand name and color palette) of a machine-tool company. It notes the corporate style role as an effective element in forming and increasing brand awareness in the market. Using the example of several mechanical engineering companies, common techniques in branding the industry enterprises are briefly analyzed. The process of searching for logo options and tools used for this are described. The logo final version is presented displaying construction of the brand name on a modular grid and indicating the font typeface. As conclusions, recommendations are provided for visual representation of the corporate style in the mechanical engineering industry.

References

[1] Gridneva E.A. The corporate identity and the problem of the creative management. Vestnik of Lobachevsky State University of Nizhni Novgorod. Series: social sciences, 2009, no. 1 (13), pp. 100–105. (In Russ.).

[2] Kalenskaya N.V., Antonchenko N.G. Brending [Branding]. Kazan, Abzats Publ., 2019, 125 p. (In Russ.).

[3] Arshinova M.A. Brand image as a result of its perception by the consumer. Innovatsii i investitsii, 2018, no. 4, pp. 168–171. (In Russ.).

[4] Stan. O kompanii [Stan. About company]. URL: https://stan-company.ru/ (accessed July 20, 2023).

[5] Gruppa kompaniy STANKO [Group of companies STANKO]. URL: https://uss-stanko.com/ (accessed July 15, 2023).

[6] The AI boom logo trend swirling hexagon. URL: https://www.fastcompany.com/90869029/ai-boom-logo-trend-swirling-hexagon (accessed July 19, 2023).

[7] Modul’naya mekhanika, kompaniya polnogo tsikla po stankam s ChPU [Modular Mechanics, a full-cycle company for CNC machines]. URL: https://m-drives.ru/ (accessed July 20, 2023).

[8] Domnin V.N. Brending [Branding]. Moscow, Yurayt Publ., 2019, 411 p. (In Russ.).

[9] Il’chenko A.I. Corporate style in creating a favorable image of the company. Mediasreda, 2019, no. 2, pp. 61–65. (In Russ.). http://doi.org/10.24411/2070-0717-2019-10212

[10] Gruzdeva P.P. Corporate identity of the company as a component of its promotion in the market. Luchshaya nauchno-issledovatel’skaya rabota. Mezhdunar. nauch.-issled. konkurs: sb. st. [Best Research Paper. International research competition: collection of articles]. Sankt-Petersburg, Mul’tidistsiplinarnye issledovaniya Publ., 2020, pp. 53–56. (In Russ.).