ENTRY
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FRAGMENT: Making Our Piece
Brand recognition is one of the most important aspects of any business. The ability to have your company condensed into a single icon, mark or statement is a highly-desired result of any creative endeavor. However, before any mock up is developed much consideration must go into the creation of the brand itself. I'd like to take hthis opportunity to not only introduce our brand but to also explain the creative strategy behind FRAGMENT.
The Name
FRAGMENT is the positive portion of the whole. Our perspective does not originate from a separated piece or a disconnected link. Rather we perceive individual pieces as coming together to create something monumental. Our focus of expertise is to provide our clients with their very own 'piece' of the web. As a group, we offer one portion, or 'piece,' of what a business needs to succeed. Our services range from clean web design and development coupled with internet-based strategy to innovate applications and targeted motion graphics. We create an important piece of your business.
The Mark
We envisioned that our mark and our logo convey "FRAGMENT" in every sense of the word. We accomplished this throughthe use of a dramatic slash in the lower right corner of our mark, which was also translated throughout many of the branded pieces that we have produced. We intentionally portrayed that a portion of the whole is missing and that an important piece can complete the entire composition. Our choice of the sharp, heavy typeface infers the strength and resilience of our organization to adapt while our process remains streamlined and consistent.
The Tagline
The tagline is one of the more straight forward aspects of our branding. We create our client's 'piece of the web.' The concept of the piece is integrated throughout each part of our branding, and the tagline further defines that our expertise lies in the digital realm. The statement defines that our business carves out a meaningful onine presence for our clients that stands tall among the over-trafficked and over-crowded streets of the web. It identifies our industry and enables us to execute web design and development, as well as other digital media projects.
The Outcome
As a team, we have worked to develop a clear, solid vision of the FRAGMENT brand combined with cohesive messaging across our initiatives. We achieved this by starting with a careful plan to produce a clean and sophisticated, modern image. From our distinctive slash to our pointed tagline, FRAGMENT has built the pieces and is ready to leave its mark.
Posted by Robert Petro on Wednesday, April 14, 2010 in 0 Comments| Share
