Authenticity and originality: The core of successful branding

It’s an upside-down world.

These two logos must be related. Fraternal twins, at the very least. But no, they were born five years apart.

Our client, Ghella Abergeldie, a joint venture formed to deliver the Central Interceptor project, was created in 2018.

Port of Tauranga was rebranded late in 2023. Struggling to tell them apart?

Which logo is which?

Both have two semi-circles, a circle and a half-circle. And the colours are similar.

One logo is for a port, and the other is for a tunnelling company. Which is which?

Both have a circle, which suggests a tunnel. The semi-circles on both could represent below-ground and above-ground.

But the dark blue semi-circle gives it away. We think the dark blue represents the ocean, and the horizon is created where the blue meets the white. So, this one must be the Port of Tauranga. We didn’t give birth to this logo, so we’re unsure about the green half-circle at the top.

Originality and authenticity

The tunnelling company’s logo has multiple meanings.

Two semi-circles:

1. A tunnel, below and above ground.

1. The tunnelling company is a joint venture between a northern and southern hemisphere company.

Full circle:

1. Represents the joint venture entity.

Green half circle:

1. Sustainability and whenua.

1. The client and asset owner.

These interpretations of the logo are chapters in the brand story.

Visual identity system

The logo is part of a system that includes colour palettes, graphics, fonts, language and photography styles.

This package of design assets ensures the brand can be dressed for any occasion depending on the audiences, messages and channels.

Consistent creative expression of the brand builds visibility, reputation and equity. Positive associations are also developed, and key messages are embedded. However, these outcomes can only be achieved if the brand is original and authentic.

So what are we saying?

• Successful brands are built on originality and authenticity.

• A logo is not the brand but the visual lead and a shorthand version of what the brand stands for.

• Logos can’t do it on their own.

• Brands and logos tell stories.

Postscript

In this case, the names are the same, and the logos are very similar.

On the left, is Alta, our client, an engineering consultancy, and we created the brand in 2017.

On the right, is Alta, a fitness programme with a presence in Auckland that was branded in 2022.

There are dozens of examples in New Zealand of organisations with the same name. But, they can’t all swim in the same brand identity pool.

Hire an experienced agency to do it for you!

If you’re seeking a brand that’s original and authentic, consider partnering with Marque, we’re an Auckland-based branding agency with a team of experts and a wealth of strategic insights; we know a thing or two about developing brands that stand out and stand the test of time.

Don't just design a logo; collaborate with Marque to help you create a brand that leaves a lasting impression. Take the next step towards brand success and contact Marque today.

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