Branding is more than creating a fancy logo or good looking website. For us, and we’ve been doing this for 20+ years, it’s foremost about finding a unique message, a signal that stands out in a noisy environment.
Today we are flooded with information like no other generation before us. The average consumer receives the equivalent amount of 34 Gb (gigabytes) of information every day, a sufficient quantity to overload a laptop within a week. (University of California-San Diego).
Delivering a strong message is paramount to help consumers (or investors) navigate through the flood. And often branding has to fight on two fronts: it has to disrupt - and connect, too. Disrupt the crowded field and connect with the players, to stay within the sports analogy.
What we created for Shawmut, a smart textiles manufacturer from New England, was in some way a 360 pivot from their 100-years tradition. We often see that tradition is not a strong sales argument anymore in times where the rapid cycle of innovation defines the rhythm. Tradition can only serve as foundation of trust, as a scaffolding, not as the actual driver behind a contemporary product or service. This is what we needed to reflect in the brand message and visuals: Shawmut is delivering innovative fabrics for today’s needs and standards in the automobile, medical and defense industries.
A strong logo that consists of two interlocking circles shaped like a letter S, bold colors and vibrant visuals signal the new direction and aspiration of this company.