High tech
company,
dated logo
Dannar electric vehicles are a breakout star of the work electric vehicle market. These intelligent, mobile power stations: Lower cost, improve reliability, and can be customized for thousands of tasks but their existing corporate identity was holding back their advanced products. BrandSmyth recommended visually reimagining the brand from the ground up.
Redesigning the corporate mark was the first step in the process. The existing mark limited the brand’s first impression and did not communicate the powerful benefits of this company and its amazing vehicles. We explored a wide range of solutions that gave a modern, friendly, yet powerful, brand persona to build upon.
Identity exploration
Final wordmark & icon
We created a corporate graphic look that communicated: Advanced but approachable and human; Green and sustainable but tough; Innovative yet down-to-earth and connected to real world problems. The shield icon was an extractable branding unit to be used as a graphic accent and gave the company true badge value.
Design elements
Web-style icons, brushed metallic backgrounds, and contrasting bright colors & grays gave the brand a lively, modern, but still confident and serious appearance.
Vehicle Imagery
The product was always presented at a heroic angle with abstract backgrounds to focus the attention on the device. Showing the dynamic range of the vehicles was crucial in appealing to dozens of potential audiences: Military, government, agriculture, transportation, towns & cities, NGO’s and forward thinking organizations all around the world.
Sales materials
The story of the company and the complex benefits of the vehicles needed packed into easy to navigate layouts.
Website redesign
The website was redesigned to make understanding the vehicles, and shopping for them, easy and intuitive.
Extending the brand
Brand bible
This brand bible captured the core of what Dannar stands for, made it easy for agencies and employees to understand, and helped them become advocates for the company. The styleguide controlled the logo usage, colors, and all typographic elements for the brand, (scroll left and right to see more).
