This large direct marketing and mail service company was grappling with a recent change in management as well as issues with their name and identity. Not only was the full name of the company not conveying their core service offerings, it was confusing their intended target and possibly positioning them as competitors rather than a viable partner.
The company needed a way to appeal to its target audience and reinforce their reputation as friendly, approachable and dedicated.
Rather than relying on the typical mail-related iconography used in the past and overused by the competition, the new logo and supporting materials personify the company by highlighting “Kirk” in a professional, yet almost whimsical manner. The upward slope of the letterforms and the dot of the “I” in the cradle of the final “k” suggest the progression of a project. The colours chosen reflect the cool stability of dark metallic grey and an approachable, friendly green. The final message that the viewer takes away from the logo — perhaps the most important message that this logo conveys — is a literal one: Kirk will not drop the ball when it comes to its clients requirements and expectations.
The old purple colour was retired and replaced with a vibrant and more friendly bright green that has been used to refresh all brand touchpoints from business cards and visitor passes right through to delivery trucks and the physical building itself. Nothing has been left untouched. Custom Kirk shipping cartons and even a custom Canada Post Kirk stamp say to clients that they ‘understand the business’ and that they are not only serious about what they do, they do it better than anyone.
Staff and clients have all responded very favourably to the new brand. In the first year of its implementation, sales were 28% higher than they were the year before.
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