What’s in a Brand Name, Shakespeare
Creative Direction, Ullman content and visual style reasoning
Although the Ullman specialty tool brand had been in existence for more than 80 years, and yes, there is some argument to be made for its legacy (which will be addressed in content and other marketing materials), currently we needed to move the brand forward.
As it exists now, the serif script font had a bit of a circa 1960 funny car feel to it and some non-masculine undertones. We needed to look at bringing it into the 21st century and helping it to appeal to a more male-dominated demographic (with a general nod to its growing Hispanic market). This brand definitely needs to portray a contemporary look and feel that is steeped in a rich history of industry experience and excellence in engineering. The structure is simple, straightforward, direct and to the point. We’re not looking for fluff here but rather a true consistent treatment that can be trusted. This mark needs to have an air of authority about it that will transcend from digital, to print, to packaging.
This successful brand mark should encapsulate the traditions, the reality and the aspirations of the company and its concentration on moving forward into the future. As the common glue between all forms of an organization’s communication, the brand mark should be iconic and memorable, independent of any specific campaign messaging. If it’s attributes have become visually dated or antiquated. brand marks that visually live in the past will remain in the past in the eyes of the consumer. They will not be considered progressive, contemporary, state of the art or forward thinking.
This brand mark or logo needs to convey a message in a creative way. “However, contrary to popular belief, it does not need to explain what the company does.”
“The logo is the tip of the iceberg – the logo can’t and shouldn’t do it all.” It should be imbued with meaning over time through consistent use across all creative work.
In the Specialty Tools vertical, nobody really owns this space from the perspective of a well-positioned, designed, cohesive, contemporary brand platform. An opportunity exists to redefine this space with the implementation of a truly cohesive, brand-centric, consumer experience. Not only will this position ULLMAN as a leader in its category, but it also serves to reposition the competition as a less than desirable alternative or choice.
This all starts with the redesign of the “Brand Mark”