What is the company's profile

Exact x Forestall Group is a leading global provider of quality control solutions. As one of the largest companies of its kind in Europe, ExFG provides technological, intellectual, and human resources for several industries, i.e. automotive, electronics, consumables, heavy industry, and others.

‍

What is the extent of tasks

A        Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B        Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C        Brand Appearance (Brand Visual Identity, Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Brand Signage, Wayfinding, Packaging Design, Editorial, Stationary, Web & Digital Design, UX/UI Design).

‍

What are the objectives

A        To analyse the group's structure and craft an efficient brand architecture strategy.

B        To simplify the Group's name, devise a naming system for the group and its sub-brands, including the creation of new brand names.

C        To design a visual identity system for each brand in line with the newly developed structure.

How we achieved the objectives

ad A        The audit, followed by analysis and marketing strategy, took several months and included four brands. It resulted in presenting two recommended architecture scenarios for the Group's brand portfolio, along with a positioning strategy, and additional recommendations.

ad B        Rather than simplifying the Group's name, we've made it less approachable to align with the new brand strategy. The aim was for the company to evoke respect and gravitas through monumentality. We believe a global authority should have an authoritarian yet graceful name, commanding instant respect from the audience. The 'x act' signature serves as a call to action and a symbolic marker of the logo, with its sound consistent with the company name and its visual representation aligning with the company's profile and values. To maintain brand consistency, we use 'x' as a connector (replacing '&') in the brand name, and as a visual element in product/services names, such as xPeople. This approach blends the brand's dominant, formal style with aggressive, dynamic, and technological elements.

ad C        The 'x' shape forms the core of the identity, serving as its focal point. The logomark, consisting of four bidirectional arrows, symbolises a dynamic focus on critical action points. This design reinforces the concept of targeted actions with global impact. More than just a symbol, the 'x' sets boundaries, embodying ExF's control over operations. It represents a system where everything functions within predefined parameters, ensuring streamlined, efficient work in the safest possible environment—free from surprises or complications, which is a domain of a quality control provider.