CLIENT
ROLE
Embedded Files
Tug
Brand Identity Design, Brand Renewal Strategy & Development
BACKGROUND
“t.able” is a consulting firm in Korea to empower Korean startups and small businesses to engage in the global market. The company helps them for communication and outreach. Whether it’s searching for clients, establishing partnerships, launching products, or obtaining investment, “t.able” makes sure one has everything needed turn opportunities into results while exploring markets abroad.
Original Logo
The client's objective was to rebrand their corporate identity after changing their company’s name to “Tugboat” from “t.able” to broaden their potential client by helping them succeed in global market from Korean market.
RESEARCH
After conducting interview with the founder on their core company’s value, I researched other competitive startup consulting companies from major to minor ones in Korea and overseas. Also examined their branding strategies, visual identities, and market positioning to see how “Tugboat” have to position themselves in this market.
The target audience gears towards from mid 20’s to early 30’s male founders who just launched
startup company in tech-related service.
REDEFINING
After analyzing the interview answers, I studied the company brand name “Tug” and “Tugboat”, to come up with new brand keywords, brand value, and their brand message that could help me design the brand identity. The main goal of a new brand should show the new business’ value, which contains story, impactful and memorable brand identity to people who are just launching startup.
I also recommended them to drop the word, “Boat” from “Tugboat” and use “Tug” for their corporate brand name because the word “boat” can be too specific limiting the meaning and can give a different impression.
IDEATION
By carefully re-examining the key value, client and I both picked some keywords that relate to the company to help design a new corporate brand identityf. I studied images of tugboat, navigation icon, any images that related to the keywords and company’s value.
Symbol and wordmark studies
Symbol and wordmark studies
Other design drafts presented to the client
FINAL DESIGN
The final corporate identity of “Tug” is a combination mark of word mark in a circle symbol with playful approach using stretched letters as a tug rope.
“Tug Rope” symbolizes Tug’s business value of connecting and constantly advancing by pulling the clients forward to the best solution. Client was very satisfied with its clean and simple yet meaningful brand identity that conveys their value and message perfectly.
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