TANE: Process

The goal of this project was to fully rebrand Tane Digital Video, a creative digital video studio located in New York. 

The scope of the project included not only redesigning the logo, but also developing a new brand identity package and creating a cohesive and unified brand identity system that could be applied across various platforms – print, online and non-traditional.

During the first conference calls, we all agreed that, visually, it would be better to eliminate the “Digital Video” portion of the name and instead focus on just “TANE.” This modification marked a new stage for the company: they had been in business since 2002, and they no longer needed to explain what their name stood for.

Research has shown that the “play button" approach is overused, so we had to come up with some fresh visual ideas. Film frames, clappers and camera interfaces (e.g., video progress bar, full-screen/focus iconography) inspired us and helped us to explore various shapes and prepare infinite sketches. We continued working on the most promising concepts in digital and then presented our top four logo ideas to the client.

The client replied that three logo directions had potential. 
We showed the possible brand identity development for each one.

After all that, the winning logo was chosen.

However, we were not quite finished with the brand identity system. Three new approaches were prepared and presented: a clean and ultra-minimalist version, a copy-driven model, and a “filmstrip” design.

The client decided to proceed with the first brand identity direction. The only request was to somehow change the “dull” black background and add more liveliness and/or colour to the identity. 
So, we suggested combining a minimalist layout with bright photo elements. Instead of purchasing stock photos, we came up with the idea of using TANE’s very own video materials for all the still shots. For example, the reverse side of each employee's business card features unique “frozen film frames” of their choosing.

Finally, we prepared a detailed brand guide. The final document describes the use of the logo in various media, demonstrates different layouts and possible logo display options, clarifies the smallest possible logo size, defines brand colours, points out the potential mistakes one should avoid making and lists the official typefaces and additional fonts, along with other useful branding guidance.

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