HQSOFT

DISTRIBUTION & RETAIL SOLUTION EXPERT

CLIENT

HQSOFT.COM.VN

DATE

2021

CATALOGIES

REBRANDING

Introduction

HQSOFT - Distribution & Retail Expert was founded in 2006. With more than 15 years of experience in the field of Distribution and Retail solutions, HQSOFT has provided products & services to 500+ Customers, 70.000+ Users, and 50+ Strategic Partners in over the world. What we offer is not only the software but also the ecosystem solution complete and comprehensive, customized for different industries. Corporate culture and Human resources are also different which brings Sustainable Development to HQSOFT. Each member always puts the value of "Customer-centric" to bring the best products and services.

Brand DNA is also important. Without it, every next rebranding or brand development will mean starting work from scratch. Of course, you want to avoid this scenario. That’s why this element is an indispensable part of every rebranding process. Furthermore, in the brand strategy stage, we concentrate on elements like:

Brand architecture
Brand positioning
Communication strategy
Naming
Tagline

However, if the project needs to comprise complex measurements and additional quantitative and qualitative interviews, it could take up to one month. Our experts will develop a well-defined strategy, and you will participate in brand strategy and brand characteristics workshops. You will also receive another report and a presentation with strategy basics.

After the brand strategy creation phase, we concentrate on the brand identity package. The elements that make up the identity package are based on agreed brand characteristics and they comprise primarily:

Logo / Signet / Lettering
Typography hierarchy
Colours

We always start with a company’s DNA and adjust other elements (such as a logo) to fit it and correspond with the company’s visual language. Depending on the complexity of the project, within 2.5 weeks, you will receive from us all the graphic elements, including the new logo, imagery, color palette, typography mood board (chosen also after the workshop), logo presentation with mockups.

The next phase in the rebranding process is brand development. You can think of this stage as a follow-up to the identity package. All aspects of both online and offline brand communication must be considered as part of the brand development process. Here, we focus on touchpoints that are key for you – that your brand will need as lighthouse projects or communication ambassadors.

In the brand development stage, we are in full sync with other internal or external teams. It is crucial to make this process smooth on all communications touchpoints. During this phase, we create a logo usage book and the recommendation of tools to use provided by our Brand Governance team.

The rebranding is almost done, but it’s not the end of the story. In the brand roll-out part, we refine the details and concentrate on the further development of your brand. Here, you get a full brand roll-out plan with all the relevant assets, possible recommendations of production partners, and designs for giveaways.

The climax of this stage is a brand roll-out event, which could be an internal and external campaign, during which we present the new version of your brand to the public. It’s also a good moment to activate brand ambassadors and train brand experts and internal teams.

We think of the discovery stage as a deepened briefing process. Here, we conduct desk research, interviews, and workshops and use many design thinking tools to come up with a solution. During that time, we meet with the management, the sales team, and other people responsible for internal communication. That’s why it’s so difficult to assess how long this part of our work will take – it all depends on the number of people involved, the number of communication channels, and the client’s requirements.

At this point, we frequently conduct additional research, i.e.:

Brand visual audit
Brand communication audit
Brand health check

The result of this stage is a strong foundation for creating a personalized brand strategy, which aims to strengthen loyalty and accelerate growth. Hence, brand discovery is crucial for creating a great strategy for your brand and a primary step in every rebranding.

Rebranding process

Implementation

After many weeks of meetings and reaching an agreement, we started implementing the project. With prior agreement, the project went smoothly and was completed within 4 weeks.

“There is no secret to Success,
it is simply the result of preparation, hard work and learn from failures."

A brand visual audit is essentially a brand checkup. We do it to assess how our clients’ brands are being expressed across all channels from logos and presentation decks to websites, Instagram stories and Facebook ads.

We take a holistic approach to our audits. Despite being called a visual audit, these checkups also analyze the visual messaging so that content not only has a consistent look, but also a consistent tone, voice and message.

01 Brand visual audit

Red

RGB 255 215 0

CMYK 0 12 100 0

HEX FFD700

Brown

RGB 255 215 0

CMYK 0 12 100 0

HEX FFD700

Colors system

Orange

RGB 255 215 0

CMYK 0 12 100 0

HEX FFD700

Primary logo

Grey

RGB 255 215 0

CMYK 0 12 100 0

HEX FFD700

✘ The overall logo is unbalanced, creating the feeling of the brand name being blurred.

✘ The logo design has a clear direction and story, but the fragmented layout does not adhere to visual principles.

✘ The main color does not truly represent the spirit and values of a technology brand.

✘ Brand name and brand mark used in the design do not meet the standard ratios.

✘ Tagline is a secondary component but is more prominent than the brand name.

✘ Not feasible for printing.

✔︎ Uniquely balance the layout from brandmark components to brand name and slogan.

✔︎ Apply design standards and geometric proportions to the logo.

✔︎ Change the brand color system, choose colors that match the orientation and activities of the business.

✔︎ Design negative and monochrome formats suitable for printing conditions and printing materials.

✔︎ Changing the font system represents a more modern and technological realm.

02 Strategy

After identifying the problem and summarizing the goals, we utilize the Problem-Solving PPDAC Diagram to implement appropriate solutions.

The Problem-Solving PPDAC Diagram is the ultimate tool to streamline your problem-solving process. Our visual diagram helps you define your problem, plan your approach, collect the data you need, analyze it effectively and draw a solid conclusion. Perfect for both personal and professional use, this intuitive tool is a must-have for anyone who is serious about making informed decisions.

03 Brand positioning

4 elements make up a brand positioning statement. To start, define who you will serve. Then, lay out where you will play and where you will win. To sum up, use support points for why consumers should believe you.

To (Target)
1️⃣ Who is the consumer target?
..................................................

Your brand is (Category)
2️⃣ Where will you play?
..................................................

That is the (Benefit)
3️⃣ Where will you win?
..................................................

That's because (Support point)
4️⃣ Why should they believe us?
..................................................

04 Brand identity

Before

After

We recently repositioned our brand and as a result, we have redefined the logo's values to align with our business goals and strategies. However, we will keep the core values of the logo unchanged. The outer circle image of our new logo represents the three main strategies of our business, namely Excellent Operation, Outstanding Business, and People-First Culture.

Chart

Strategic model of business

Center

Strategic objectives

Eagle eye

Foresight and development ability

Heart

Costumer centric

The eagle eye image symbolizes HQSOFT's strength in having a long-term strategic vision, focus on achieving set goals, and readiness to face all challenges and difficulties. Finally, the heart symbol at the center of the logo represents our core cultural values of being customer-centric.

Logo proportion

Meshing and alignment are crucial to maintain balance between design elements. They guarantee that the elements are consistent and harmonious, regardless of their application. It's essential to maintain proper proportions and adhere to design principles to prevent the logo from becoming distorted over time. This way, the logo will always be visible and clear, without being too large or too small.

Red

RGB 211 16 16

CMYK 10% 100% 100% 2%

HEX D31010

PSM PANTONE 485 C

Red provokes the strongest emotions of any color. While cool colors like green and blue are generally considered peaceful and calming, the color red is considered the warmest and most contradictory of the colors.

Color palette
We have updated the brand's color palette from just red to 2 primary colors: red and blue. This change is meant to bring a more modern and minimalist look while still maintaining the positive energy associated with a technology brand.

White

RGB 255 255 255

CMYK 0 0 0 0

HEX FFFFFF

The color white has a number of meanings and associations, although these may vary depending on the individual and the culture in which they live. Some of the main associations often connected to the color white include purity, innocence, cleanliness, blankness, coldness, emptiness, simplicity, and minimalism.

Blue

RGB 32 39 91

CMYK 100% 95% 30% 30%

HEX 001D5F

PSM PANTONE 2758 C

Blue is a color often found in nature, such as the pale blue of a daytime sky or the rich dark blue of a deep pool of water. This is perhaps why we often describe blue as calm and serene. Yet, as a cool color, blue can sometimes seem icy, distant, or even cold.

PRIMARY FONT

MONTSERRAT

Typeface

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () {} + - = / | \

Font description

Helvetica is a sans-serif font (no underlining) with a simple and easy-to-read design. It has become a symbol of minimalism and modern design.

Helvetica font is one of the most used and remarkable sans serif typefaces in the designing market that was designed by Max Miedinger and Eduard Hoffmann. It is also known as Neue Haas Grotesk. This is a new neo-grotesque design that has been inspired by the 19th century’s typefaces such as Akzidenz-Grotesk font and some other German and Swiss designs

SECONDARY FONT