Brands with meaning
branding
Once we had helped IGPC define the product and the target audience, we were able to develop positioning statements for both divisions that clearly oriented them toward their respective target audiences. This solid understanding enabled us to clearly define the IGPC Feeds brand, starting with the new logo.
The divisions needed to look different, yet still be part of the same family. In order to meet the goal, we created simple tags for each division, changing the colour between them—blue for ethanol and orange for feeds. Additionally, the dot on the “i” picks up the division’s colour, further reinforcing the differentiation.
A purpose-built icon to represent IGPC and their target markets.
The icon we developed for IGPC represents IGPC as a whole, and it depicts the stages of ethanol production. The first stage is a harvest-ready corn field in Ontario. Next we have a kernel of corn, harvested and ready for processing. Finally, we have a drop of ethanol, the product of all of IGPCs hard work.
