Report: An Identity Redesign for Aegis Data

Component 2: Contextual Theory

By Chavisa Piankit (Pear)

An Identity Redesign for Aegis Data

“There is no doubt that branding
has moved up the organisation,
CEOs are now involved in the brand
it is a board level discussion” Robert Jones

Branding represents the brand’s place in the market. The image of company is setting by corporate identity, which makes people to recognize the type of company. An identity redesign is challenging task that has directly affected to the business. Aegis Data is the new face data company that has the competitors over 100 companies around United Kingdom. The company need the corporate identity that stands out from their competitors. A strong corporate identity will help them to reach a step to be a top leading Data Company in the future.

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Fig.1 The Statistics of Data Company Location in UK

An equally significant aspect of branding has become a fundamental part of companies, organisation and individual. A brand represents the full personality of the company, which link between company and the audience. It is not just a logo or name, but it is the totally image of company. Even more, the strong corporate identity will boost the value of the company. The service, product and people of organization are all part of the brand that represents the direction of company. In addition, Aegis Data is the strong business that provides the space to save the data over around the world. It provides highly secure facilities with uninterrupted power, cooling, diverse and resilient telecommunication networks to the outside world. The concept behind the company which refer “Data is the live blood of the business.” is become a key for their business of secure, protected and accessible by those authorised. Redesign Identity for Aegis Data is require to show a strong security, trust, intelligence but still represent friendliness and easy to access by the audiences.

Furthermore, data company is the type of business that difficult to access. Most of people don’t familiar with the type of technical company. Even though, data company is growing faster for support more database, but it is still difficult to approach by common people. Evermore, the competitor is risen more than in the past. The companies like Apple (Icloud) or Intel will be the early top option in the market. The new data company need to created a selling point and distinctive image to become the leading company in the future.

On the other hand, there are many advantages of Aegis Data company. It is providing a new technology that faster, safer and more security. It also supports significantly reduce of expenditure by using the free air to cooling their machine. By the same token, Aegis data can answer the need of their clients, which required trust, security, cost effectiveness, speed and efficiency. According to the Aegis Data said, “Our experience is your guarantee.” so the company will offer their clients with the best value, benefit and the best service. Thus, all of these advantages can use to support the background for redesigning the corporate of company.

Evidently, the corporate brand role is depending on prominent of brand position. The same categories of business will have the image that reflects the same type of brand. For instance, almost of data companies show the same shape of logo that they are using a circle to represent the global networking and connecting of data. From the figure below, it shows the logo from some data company in United Kingdom which use the similar style that show the company name and tagline of concept under the main logo. (Fig.1) They try to represent the similar concept of networking that online all 24/7. It gives the same image which makes people understand them as data companies. Aegis data company logo’s use a typeface which does not fit with the circle shield behind the logo and it also use tagline with the symbolic of heart rate that make confuse meaning for the concept of company. However, There is significant that most of technology companies use blue to signify security and intelligence such as IBM, Intel, Facebook and Dell etc. Aegis Data is categorize in that group, but it use a blue-green shade which is an outstanding among the group. It use special colour that seldom see in a corporate.

Logo coperate

Fig.2 Logo of Data Company in UK

By the same token, the strong corporate identity can make the company stand out from the similar type of business. The corporate identity is over all image of business. A brand strategy involves creating a look and feeling, which include brand language and tone of voice as well as logo and name. (Davis, 2009) Naming and logo are important for develop a corporate identity. Logo is the first visual identity that makes people remember the company. According to the book Logo Power by David E. Carter said, “The logo must be memorable, simple and legible.” Logo has to work for all graphic media, so the company can use it with their letterhead and business card. Even more, the identity must work for long term. Aegis Data is a case study that still able to develop their branding because it still use mix source of graphic element that make it not strong enough to represent their branding . According to Aegis Data website and documents, it show various typography which not link with the logo and some info-graphic that look more modern than their corporate logo.

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Aegis Data Update!


The correct pantone for Aegis Data new corporate identity. Today I have discuss with some friend and tutor about the colour pantone and we agree to use this colour

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This is other part of my work that I helps Chen (one of my team) to create a sample look of website for Aegis Data. This is just the first look from the beginning that I have discuss today. Chen will edit more about content and other part. I just did my graphic part for the website.


❤ Pear


Report: New Corporate Identity for Aegis data

Component 1 : Professional Practice

by Chavisa Piankit (Pear)

New Corporate Identity for Aegis data

Aegis Data is a new data company based in Godalming, United Kingdom. It forms a highly secure, resilient and efficiently cooled data centre environment, providing power, space, freedom and peace of mind for its customers with 24/7 online access. Aegis Data has a plan to expand their company in the near future and become a leader in their field. To support the development, Aegis Data needs an impressive brand personality.

Fig.1 Aegis Data Company logo

According to my role, I focus on business branding which is the first look of company. The company need more strong corporate identity which consistent with the organization. Firstly, I start to develop my idea from the meaning of the word “Aegis”, which mean shield and protection. Secondly, I do a research about typography, which can support the mood and tone of energetic, modern and dynamic under the concept of the creative virtual world. As a result, I found two different type of typography that answer the mood and tone of Aegis Data Company. First step of my design begins with the font name “Neometric” which has a shape of geometric form and other font name “Circo” which has a strong shape of sharp edge and smooth curve. (Fig.2) I create three different logo to find the best look that answer the image of Aegis Data. However, after discuss with the team, we agree to choose the second design; Circo font to developing for company logo. Nevertheless, the team has an idea to combine the concept of company “living data” with “data flowing”. Consequently, I tries to make the letters to join as a single glyph. This technique is called the typographic ligature. The word “Aegis” will start to write from the letter “A” until finish at “S” without stop. It shows an idea when the company sends the data pass through the connecting cable or network with a strong and secure ways. Moreover, the logo can show the stage of being human, which powerful, knowledgeable and benevolent.

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Fig.2 Typography for Aegis Data logo

Furthermore, the complete look of logo is developing from the symbolic of heart rate that give the meaning of living. I start to cut out some sharp edge of the font, which mix a round corner and straight line and make the letters are connecting and flowing together. (Fig.3) As conclusion with my team, we want to add some gimmick inside the logo. The company believe “Data is the life blood of business” so this new logo will be the image that show data live (or come alive) and the customer can extracts value from their data. From the new logo, the word of Aegis is designed to see in two different ways. Firstly, the company name “Aegis” which connecting together like a cable network of data. Secondly, The symbolic of heart rate is hiding inside a single glyph, which gives the meaning of living data as a company concept. Nonetheless, the corporate colour of the company still uses Green-Blue and Orange. These two colour can give the strong corporate which is not the same as other data companies. Green-blue signifies loyalty, security, trust and intelligence, while orange signifies courage, confidence, friendliness and success. The logo will have more stronger look by combining the logo and colour together that deliver more clear image for Aegis Data Company.


Fig.3 Developing process of logo


Fig.4 Corporate identity

However, the image for organization supposes to have a complete whole branding design for the company. I start with the term of use for logo by assigning the correct colour with a pantone code and create another alternative permitted use for the variation of logo such as black and white and invert colour for use in different conformation. Moreover, the company has plan to expand their company in the near future, so it need the element graphic to connect with the headquarter for instance, Aegis one and Aegis two, so I design the symbolic to link with the main logo by using the semi circle as a curve of shield. Manifestly, the new logo version just try to bring a sense of humanity in to data business by using curve line as a simple graphic element that can link a whole corporate together.


Fig.5 Stationary

At last, stationary is another important part for corporate because it is use for connecting between company and customer. Important documents usually print on the paper that has the letterhead of company logo. Letterhead and business card are represented the company image and give a strong identity between company and their clients. The flowing of data is used the same main concept to develop the design. The movement of lifeblood is cutting off the sharp edge to be smooth flow line, which add more curves. It shows the strong main line that sending and connects the data from Aegis Data Company to their clients.

In conclusion, corporate identity for Aegis Data delivers the look of flowing data with the humanity and friendly feeling. It delivers modern appealing to invite people to see a fast and highly secure service of company. Aegis Data provides a storage space with strongly security and fast accessible to the database. Accordingly, the new completely corporate identity of Aegis data can be the alternative way to rebranding the company identity for support the growth of the organization in the future.



Aegis Data. (2013) Aegis Data Company Website. At: http://www.aegisdata.net (Accessed on 29.03.14)

Illustration and Image

Fig.1 Unknown. Aegis Data Company Logo. [Logo] At: http://www.aegisdata.net (Accessed on 24.03.2014)
Fig.2 Piankit, C. Typography for Aegis Data logo. [Logo]
Fig.3 Piankit, C. Developing process of logo. [Chart]
Fig.4 Piankit, C. Corporate Identity. [Logo]
Fig.5 Piankit, C. Stationary. [Stationary]


Project proposal

Project Proposal: Team Brief

Aegis Data Design Proposal:

Aegis Data is a new data company based in Godalming, United Kingdom. It forms a highly secure, resilient and efficiently cooled data centre environment, providing power, space, freedom and peace of mind for its customers with 24/7 online access. Aegis Data has a plan to expand their company in the near future and become a leader in their field. To support the development, Aegis Data needs an impressive brand personality.

Aegis Data deals with big data for large and medium sized companies. They are essentially a B-to-B service model. Which means that their target audience are the founders/owners/decision makers of those organisations. But Aegis Data can also benefit from the word-of-mouth communication campaigning from all kind of people like engineers who work on those organisations, and employees of Aegis Data itself. Aegis Data needs positive reinforcement by all parties to help the critical decision-maker take that step and choose Aegis Data to store their data.

The target audience can be considered to be large to medium sized enterprises and SME companies

Overall objectives:

– Establish a sound marketing strategy for Aegis Data. Make suggestions on where to invest time and money, apart from wherever it is already being done.

– Highlight the security and safe location, promote new technology and good service and provide a service that makes data appear less complex, more intriguing and more human.

– Brand concept and strategy – establish an effective way to tell the story of Aegis Data to reach large key audiences and evoke a positive emotional response.

– Produce an effective visual identity

– Suggest a suitable brand temperament. The quality of voice to use for the expression of ideas.

– Produce an attractive animated sequence that explains the importance of data storage.

– Consider how Aegis Data can incorporate green issues into its offer.

Desired Responses:

– Make Aegis Data the ‘talk of town’.

– Provoke the target decision-maker to invest in Aegis Data.

Team members and roles:

• Navmeet Singh Marketing strategist        • Chen Li Website Content Management

• Eunice Chen Green agenda                      • Pear Chavisa Corporate branding

• Nick Chi Lee Illustrator/Animator                • Tiantian Wang Illustrator/Animator

• Victoria Wang Aegis Data history


Pear Chavisa: Corporate branding

Aegis Data needs an impressive corporate identity to stand out form its competitors. Currently Aegis uses an inconsistent mix of graphic elements and messages on its website. The current corporate identity does not make people notice and understand the company ethos.

In order to address these problems, a corporate identity would be designed to give Aegis strong, consistent corporate branding, which is unique, fresh and stands out in a competitive market, It needs to be modern, energetic and dynamic. The conceptual inspiration is ‘The Creative Virtual World’.

In order to achieve these objectives, we will produce designs for

– corporate identity (logo, corporate elements and colour schemes, stationery)