the internet of things era is happening now
LoRa Alliance is a non-profit organization that focuses on the global implementation of a special technology that allows long range digital interconnection of everyday objects with the Internet. The Alliance is seeking to raise the brand awareness and aesthetics of the organization and develop a more consistent and codified identity throughout the world.
We were commissioned by the brand's agency to help conduct an effort to understand the current perception of brand leadership —its strengths and weaknesses—to determine the best way forward for the organization's visual approach.
Any decision had to have a rational approach based on the input of the LoRa Alliance leadership team (comprised of nearly 600 members) and on current brand remarks on the market. This was the catalyst for a survey and the research we conducted collaboratively with the American agency.
Here we present both of the brand identity proposals we made to the agency and the Alliance members, which are yet to agree upon the desired direction to take.
The partnership was initiated by industry leaders with the mission of standardizing the low power wide area networks (LPWANs) being deployed around the world to enable the Internet of Things (IoT), the machine to machine connection (M2M), smart cities and other industrial applications.
Alliance members will collaborate to drive the global success of the LoRa protocol (LoRaWAN), sharing knowledge and experience to ensure interoperability between operators in an open global standard.
Members come from organizations of all kinds around the world that address all aspects of the ecosystem. It includes multinationals, telecommunications companies, equipment, sensor and semiconductor manufacturers, system integrators and business start-ups. In Africa, Asia, Europe and North America, members develop, deploy and use technology across countries and continents, driving the implementation of the Internet of Things.
- The yellow and black color scheme is somewhat divisive. It was the best rated with 26% of respondents indicating that it is the strongest visual element of the brand. However, 13% of respondents also called the color scheme as something to improve.
- There was a clear majority consensus on virtually the entire spectrum of the brand. The brand tone descriptors that were chosen were: Adventurous, Fun/Playful, Creative, Scientific, Reserved, Academic, Evolutionary, Surprising, Quiet.
- When asked to provide the adjectives that best describe LoRa Alliance, there were several topics that were also aligned with the most commonly used words in all responses to all survey questions: Open (13), Global (6), Ecosystem (3), International (3), Innovative (3), Growing (3), Standard (3).
- The most common words throughout the survey were: Open (37), Ecosystem (24), Standard (19), Global (15), Business (14), Technology (11), Members (10).
Although there are areas of the brand that the leadership of LoRa Alliance could clearly be improved, there was no concrete data from the survey that indicated a complete revision of the brand or the abandonment of the main brand assets such as the logo or the color palette.
We recommended developing two evolutionary variations of the LoRa Alliance brand to take advantage of the strongest aspects of the current brand, while focusing on placing more emphasis on the key points that resulted from the survey.
Creative Director: Paco Allen, Art Director: Iael Esther Brener, Account Manager: Amy Smith, Logo Design: LoRa Alliance, Agency: Kiterocket Phoenix, USA
The first evolution of the LoRa Alliance brand will leverage the visual style of black and white photography combined with bold uses of the yellow, black and a wide gray colour palette.
We will look to inject the core themes highlighted in the survey (open, international, ecosystem, innovation, growth and a focus on members —the human factor) while attempting to push the brand tone towards adventurous, fun/playful, creative, scientific, scholarly, evolutionary and surprising.
Primary Typeface Headings, Body Text
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Pullquotes, Meta Text
Secondary Colour Palette