The brand, as well as its concept, is the means in which a company will be recalled by its clients. It adds value to products and services and embodies trust. This creates the positioning. That is, the differentiation in the consumer’s mind. The identification with the brand leads consumers to choose particular products or services to the detriment of the brand’s competitors.
In the Triaxis case, the design process started with the analysis of information provided by the client relating to their business scope. We studied the values to be transmitted, the company’s business model, goals and competitors.
The brand image should transmit values such as: credibility, integrity, relationship, results, strength, persistence, success and strategy. We were also informed that the enterprise had three partners, located in three different brazilian cities, attending clients across the entirety of the Brazilian territory. Keeping this in mind, we chose a triple axis as the defining element for the selected name: Triaxis Capital.
The corporate identity design for financial consultancy enterprise Triaxis Capital was a process in which we used mental maps, semantic panels, brainstorming sessions with the entire staff and comparison matrices.
Various names were suggested until finally arriving upon the name of “Triaxis.” The logotype formed by three arrows allows multiple interpretations:
Corporate identity design for service enterprises needs to accurately transform intangible values into images that will stand out in the client’s mind.