Brand development of climate equipment stores: naming, logo, corporate identity.
The company "Comfort Technologies", which carries out the wholesale and installation of climate equipment, has been operating throughout the Krasnodar Territory for more than 10 years. They plan to expand and enter the market as a chain of retail stores with service. We turned to our branding agency "Artsdelka" for a decision on brand formation. At the same time, the company planned to develop the network under the existing name "Comfort Technologies", but faced the following difficulties: the name does not specify the scope of activity, there are companies with the same name in the region.
After the first stage of work, the analysis in the category, our agency was asked to divide the directions
more significantly. And for a successful start of a new retail, start with positioning and naming.
Naming Юклим (Uclim): the name consists of the truncated word "CLIMATE" and the prefix "U", which has a double meaning: "U" is perceived as "SOUTH", thereby speaking about the geography of the company, as well as the pronoun "You". Thus, the name translates a personal appeal to the buyer: "This is your climate." The basis of the communication strategy was the message: "THE SOUTHERN CLIMATE IS FOR YOU."
The visual image of the company is built on a dynamic identity and a bright palette. The brand element temperature controller is a style-forming constant of the visual language of the entire brand.
The accent letter "U" plays the role of a temperature controller scale, broadcasting to the consumer: "Your climate is your control."
The design of the logo allows you to transform it depending on the context. The strict constructive font emphasizes the level of the company and tells about the unique engineering approach to the tasks of customers. The image of the temperature controller is also read in the typography. By changing the proportions of letters, accents are placed in key phrases.
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