The Commergent brand is based on a dedicated team with over 18 years of experience in a wide variety of industries, both B2B and B2C, working with eCommerce systems and various development platforms, being in partnership with more than 150 Romanian and multinational companies from Europe, North America and Asia, each of them customers relevant to their industry.
The Business Challenge
In the context of socio-economic changes and the not always easy digital transition of many businesses, Commergent, recently separated from the technology division of the Brandfusion group, wanted to position itself as their reliable partner in their process of adapting to the digital environment. Thus, the need for an identity of its own, relevant in the field of technology and representing an opportunity to reaffirm the vision of partnership in digital transformation and focus on providing continuous value to communities was evident.
Branding solution
A starting point was Commergent's promise to its customers of an integrated experience and the benefits that come from a shared vision of digital transformation. Over time, from presentation sites to complex B2B systems, Commergent has been able to overcome the barriers that prevented businesses from evolving and has also contributed to the evolution of technical solutions in the process.
The company's ethos of working closely with its customers and encouraging them to take part in a highly collaborative and agile journey, where their business is in the spotlight and where they gain that sense of freedom that allows them to see the evolution of their business more clearly, was the main inspiration for the brand idea embodied in the slogan “Freedom to eScale”.
Starting from the identified business elements, we have developed an expansive identity that can easily express the multitude of solutions and their adaptability. For the symbol we chose a hexagon because it is a very stable shape but which through sharp angles conveys the idea of technological progress, cutting-edge vision. The hexagonal shape also serves to develop the visual identity system, and the symbol can be used both three-dimensional and through a mix of gradients and different degrees of transparency to suggest complexity and how things work in depth, beyond appearances.
The developed brand identity was later translated into the creative brand platform and in the various communication materials, both digital (website, web banners, social media) and physical.
The attention to applied creativity and strategic rigor in this project were recognized by figuring out the brand identity in LogoLounge Book, edition 14. LogoLounge.com is a renowned international publication that has been presenting logos and identities for over 20 years, and is famous for the Trend Report it does every year.
