Tag Archives: identity

Technology company re-brands with heart

Corporate identity depends heavily on people’s built-in perceptions of established cultural symbols.  These symbols communicate without words, often without even conscious contemplation.  They can communicate instantly and evoke a certain predictable response.  This was the approach used to create a new identity for TLC, a company that humanizes and simplifies technology installations for its clients.  Many people are overwhelmed by by the complexity of operating new technology and are frustrated trying to get, often mismatched, components to work together (how many remote controls do you have?)  TLC, the Technology Lifestyle Company, needed an identity that could communicate solving this puzzle with a positive outcome.  Wouldn’t you like to love your technological environment instead of fight it? That means integrating all of your high-tech electronics into one easy to manage system.  That includes creating a user-friendly interface for your pad or smart phone that integrates your entertainment, security, lighting and environmental controls.


TLC logo designed by R Strategic in 2012

We started with established symbols for love and affection (an easy one…the heart), and married it to the de facto symbol for the contemporary power button.  This little symbol now adorns almost every modern electronic device and portrays: power, technology, command and contemporary.  We opted for green for several reasons, first, as recognition of the LEED recognized energy management aspects of the product, and secondly to lose the “medical” connotations of the red heart. Our finished solution now combines those attributes with the promise that you will love living with the technology solutions of TLC.  We suggested the slogan, “Technology you’ll love to live with.”

The goal of good brand graphics is to establish credibility and recognition for your company’s identity.  A symbol that is unique and easy to recall, but also one that intrinsically MEANS something to the viewer and communicates on many levels.  It must also have a simplicity that rejects faddish styles that will serve to date it and make it anachronistic before its time.  A visual truth striped down to its bare essence.


Leave a comment

Filed under Brand Management