A strategic and well-studied brand identity conveys credibility and is the backbone of a company’s external communication, contributing to its success. Together with the formation of the corporate group, Avangarde Group relied on a team of selected sector professionals to renew its image and fully express its core business and its evolution.
With Paolo Gavazza, Creative Director & Experience Design Manager at Avangarde Group, we talk about the project, the work done and the reasoning behind it.
How did the concept for the new Avangarde Group logo originate?
Considering that a company can be recognised by its logo, the work behind the creation of ours was intended to renew it with respect to the old brand by paying attention to the communications that contaminate us nowadays: social, apps, etc.
To communicate in a credible manner, it is important to set up a clear brand identity.
Of course, the image must be simple and original in its identity. Another objective we set ourselves is to make it immediately imprinted in users' minds: coming from the old logo which was a stylisation on a blue background of the A, we worked around the concept of simplicity, a design easily adaptable to valorise a brand awareness strategy. The choice of the colour "Tiffany" winks at the fame of the historic brand and takes inspiration from it to create a pictogram that will, indeed, stick in the user's mind.
What research was done at the basis?
Firstly, I did some research work among the various platforms, allowing myself to be inspired by what I currently find to be innovative on the market. This was the starting point, but most importantly, the great truth of the contemporary world emerged: you cannot expect to invent something from scratch at all costs, but you can still be original, making good use of external suggestions and contaminations, showing flexibility, while maintaining your own identity, your own personality as a brand. Evolving and changing over time, while remaining true to oneself: over the years, more and more identities similar to ours will emerge, we will have to be able to keep up with them. The decision to work with essential graphic elements was made to communicate durability and evolution, not eternity and staticity.
