Client:
Octavian group
Sector:
Transport
Year:
2023
Disciplines:
Strategic research, Archetipal brand, Color palette, Brand identity, Tipography, Corporate identity
Octavian Group is a leading company in the sector of luxury chauffeur-driven rental services (NCC) that operates throughout the national territory. Founded with the aim of offering an impeccable and luxurious travel experience, Octavian Group is aimed at a target of high-spending customers who wish to travel in style and comfort.
The challenge of this project was to create a new visual identity, a new naming and a new logo capable of expressing the values and vision of this new company.
Kindness
Professionalism
Efficiency
Exclusivity
Elegance
Security
Luxury
Hospitality
VALUES AND KEYWORDS
For an easier understanding of the Brand, the key words that conceptually summarize its fundamental values have been identified. In this way it will be easier to keep focus on the feelings, sensations, needs and objectives that the Brand will have to convey to the public.
Archetypal branding
The term archetype is used in analytical psychology to indicate the ideas innate in the human unconscious.
Jungian archetypes are “types of individuals” with universal characteristics in terms of needs, desires, aspirations, goals and fears.
The King
The archetypal model identified for Octavian Group is the King.
The archetype of the king is represented by the ruler, the leader or the father. Brands that have the king as their archetype are brands that have control and hegemony over others.
The concept
The concept on which the project is based aims to highlight the values of luxury and exclusivity that distinguish the Brand. Through a graphic synthesis, various key symbols of the main values of the brand come together, all in a single pictogram with essential and geometric lines.
Formal uniform
Seriousness
Professionalism
PIN
Geolocation
Map
Octavian
Identity
Type serif (elegance)
Gem
Luxury
Uniqueness
Logo
Tone of design
In addition to the logo, colors and typographical fonts also constitute the brand’s identity as they also implicitly communicate the emotional values of the company.
Icon set
SET NAME: UNICONS
Icons can support offline and online communication in the User Experience or to summarize concepts. Color must also be used wisely, taking into account the color hierarchy in the company palette. This screen shows some of the icons of the set with indications on the correct use of color.
