The story
The Challenge
CMS Distribution, a technology distributor, asked Kickass Online to redesign its brand and logo. Its visual identity was dated and it had no coherent brand guidelines, so its message and values came across inconsistently to its target audience.
Our Approach
Kickass Online started with an analysis of CMS Distribution’s brand identity, target audience, and competitors, then worked through several concept designs with the CMS Distribution team, refining them until one was agreed.
The Solution
The final logo uses a gradient semi-circle that reads as a loading bar. It stands for the company’s drive for progress and nods to the technology it delivers to its customers.
Kickass Online also built a new colour palette. The primary colours, Shamrock Green and Dodger Blue, nod to CMS Distribution’s Irish roots. Active Orange is the call-to-action colour, so key elements stand out. Woodsmoke Black and Gallery Grey round out the palette.
The Results
The new logo and colour palette have made CMS Distribution’s brand more memorable and recognisable, and the team applies the brand guidelines across all touchpoints, online and offline.
Since the rebrand, CMS Distribution has reported higher brand recognition, more customer engagement, and positive feedback from its target audience. The company also reports that the new identity has lifted employee morale and pride, with a brand that reflects their values.