Founded in 2009, TM Technology is a company selling telecommunications and technology products. In 2015, TM Technology restructured the company.
In order to bring the new and friendlier look to the customers and raise the brand level, they has not only changed their name into TM Technology (the old short name was TM Global), but also changed their whole brand identity (from logo to other stationary).
Taking responsibility for TM Technology’s rebranding this time, DS-O has come up with a solution to solve the problem brought up by TM Technology as well as their old brand identity’s disadvantages.
According to the Director, the original name of TM Technology is “TM” – only two letters in the short name, however it is impossible to register for the domain with two letters, the previous brand identity design agency asked TM to add “Global” and then the brand’s logo had a shiny globe and the name below, just like a note for the symbol (which is quite irrelevant to the brand’s specialty, although they tried to think a slogan to connect the irrelevant parts – “Connect the World” meaning that with the technology TM brings about, this brand could connect the whole world). On the other hand, in DS-O’s opinion, we do not have to complicate things like that. Not to mention, they used the whole shape and color of the globe in the logo, which should have been simplified so that the customers could easily remember.
Consulting TM this time, DS-O asked them to change their short name into “TM Technology” based on their full name, which not only demonstrates the company’s specialty but also is friendly and easy-to-understand for Vietnamese – the key customers of TM, so simple that no explanation is needed. For TM’s slogan, DS-O recommended that they should keep it, not only because this is the best idea of the old logo with a suitable meaning for the brand but also it remains the familiarity with their clients.
Therefore, plus with the desire of the logo being a specific symbol belonging to the brand other than just a globe, DS-O offered a different solution or approach for TM. The logo for TM designed by DS-O is a combination of two letters “T” and “M” with the lightning symbol – showing the character of technology meaning high speed, put obliquely to illustrate the growth of the brand, all is put inside a circle – the shape of the friendly look, meaning completion, perfection and also the shaped of the globe (maintain the familiarity and tradition of this brand).
About the typeface used in this logo, DS-O chooses a font with round and thick shape to suit with the round and thick symbol above. The same slogan is written in thinner words to increase the principal and accessory and combine with the empty space to lighten the visual weight of the logo.
With the brand’s main color, DS-O recommended TM use green – the color of trust, strength, showing the technology of the brand – also its old main color, however, DS-O offered a solution in order to solve TM’s problem – raising the brand position by using a darker, older, more stable, more high-end green.
About the logo’s layout, DS-O remains the old layout, once again bringing the familiarity to the customers of TM – the hardest thing in rebranding for any brand. This layout helps to increase the stability and steadiness for the round symbol above, which carries movement in itself. Besides, DS-O only changes the distance among the logo’s elements to offer the positivity, elegance and harmony.
/ BUSINESS CARD
The main problem of TM’s old business card is that it was too tight with the way of putting the big and complicated pattern under the cumbersome text. Moreover, the logo was way too complicated as it includes meridians, parallel of latitude, continents and a gradient color layer made of three shades of blue and white, perhaps it created millions of colors. A ray of light just like the spotlight under the globe and the brand name in the logo also have shiny gradient color layer. Furthermore, they doubled this layout with one side in Vietnamese and the other in English. We believe that if you are aware that this is a business card, you understand which line is the name, which is the phone number even you don’t know English.
Maybe this card’s designer would like transmit too much information to the receiver or he just wanted to make his clients pleased and put the design principle aside; therefore, he put such a great amount of information into a paper sized only 9 x 5.5 cm and completely forgot the main purpose of a business card is to exchange the contact information (it took us for some time to find the company’s fixed phone number on the old business card).
DS-O offered a solution to TM Technology’s new identity and business card which is removing all of redundant information and elements, increasing the empty space for the viewers to feel comfortable and quickly find the information they need.
/ LETTER HEAD
Another problem is about how to arrange the pattern. The purpose of the pattern is to enhance the brand identity, but on a paper containing logo and the company’s information like letterhead, we do not need to add more patterns. They even use the same wordy the company’s information part from this design to the other.
We have no idea whether the designer typed a few words in this letterhead form that they decided to put the pattern taking ⅔ of the paper. Although they reduced the intensity of the pattern to the very light level, which is unnecessary, the wordy text in this letterhead form only made the paper messy.
To solve this problem, DS-O has designed a letterhead form containing only logo and put the short brand information in the bottom of the page with a lighter intensity, so the viewer can focus on the main content of the paper.
Changing the logo, changing the brand’s main color, removing unnecessary elements, putting the company’s information on the back side and at the bottom of the envelope with a not-too-bright intensity, placing the pattern inside the envelope with pleasant intensity, increasing the elegance and delicacy, DS-O has offered a design solution that effectively solve TM’s problem – raising the brand level by designing big and small envelope and folder.
In order to make brand identity of TM look more elegant, once again DS-O has removed all the redundant elements and information, organizing under a consistent layout with other publications, for the stationary to fully function.
The problem inside TM’s old folder is that the green at the pin is the same green as their business card. DS-O has solved this problem by re-designing the business card. Plus placing the pattern inside, the folder’s consistency, elegance and delicacy has been elevated.