Randstad chapter - CX Studio

You'll be coordinating a special project to create a brand identity for the CX CoE resulting in high level brand guidelines for use within our CX CoE and the fun part: a hoodie or t-shirt for our CXers to be handed out in our get together in June. Note that this is a special project, so let's keep the involvees to an absolute minimum.

We set the following requirements:

• We set the following requirements:Design a CX brand identity using the CX CoE values as the guiding elements with a positioning around corporate activism to fuel or drive to inspire and make impact.
• Develop a logo for the CX CoE in combination with a design to diversify for guilds as extensions to the logo to create flavors for our blood groups to carry as guild-pride. These should be scalable beyond the guilds we're eyeing now, but let's start with: ux design, ux research, visual design, service design, customer delight.
• Deliver T-Shirts or Hoodies (generic CX CoE) for our get together.

Open questing we framed is that we're struggling with the acronymic character of CX in combination with CoE. You will explore with Ximo what options we have to make this catchier, like we used to have with the CX Studio. A thought could be 'CX Center' and leave out the 'of Excellence' from our brand / merch.

Brain storming

Before starting we went through some natural steps in the logo development process:‍

Gather Information: Understand the team's mission, audience, and branding guidelines.

Competitive Analysis: Research competitors' logos for differentiation.

Concept Development: Brainstorm logo ideas that reflect the team's values.

Feedback and Iteration: Gather input from the team to refine designs.

Color and Typography: Choose suitable colors and fonts.

Test for Scalability: Ensure the logo works well at different sizes.

Finalize the Logo: Select the best design with stakeholder approval.

Legal Checks: Ensure the logo doesn't infringe on trademarks.

Brand Guidelines: Create guidelines for consistent usage.

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Color exploration & meaning

When redesigning a brand logo within a company with already established brand guidelines, keeping the branding colors in mind is crucial for maintaining brand recognition, trust, and consistency. The established colors are the "signature colors" of the brand, and changing them drastically can confuse customers and weaken the brand's identity. By sticking to the existing colors, the new logo seamlessly integrates with other brand materials, saves costs, and ensures a smooth transition for customers. Ultimately, the branding colors play a vital role in shaping how people perceive and connect with the brand.

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Visual exploration

After doing some brainstorming we narrowed it down to key ideas that we wanted to connect to the brand

• connecting the dots
• the users voice
• switching on CX

Final logo designs

Here we have the final logo design consisting of an icon en text with small reference text to the main company Randstad. A manifesto was also writen to communicate the vision and story.

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Logo animation development

After finalizing the logo I went on to create a clean animation that also communicates the story.

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Final animation storyboard

An animation storyboard is a visual blueprint that outlines the narrative and visual elements of the animated logo. It helps us visualize the animation, collaborate effectively, save time and costs, and maintain consistency. The storyboard serves as a storytelling tool, enhances communication, and ensures client approval before production begins. It is crucial for planning and guiding the animation process, resulting in a compelling and coherent final product.