Touch ‘n Go, is a household brand established in 1997, with their signature blue and yellow logo and as well as a basic working guideline for their corporate identity. After years of operation, the business grew, along with their marketing efforts. As such, the Client was in need of a stronger, updated brand identity guideline. This guideline will be put into place to support scores of marketing related collaterals, advertising as well as catering for their corporate needs.
We were tasked to design a new Corporate Identity Guideline, that not only incorporates the existing brand elements but also to expand it to reflect the current corporation in today’s setting.
After researching the brand, we discovered that Touch ‘n Go core brand essence is providing Malaysians connectivity (because it is transport related) and convenience (speed of payment). Using the concept of connectivity and convenience, we produced a CI that communicates these two elements. The CI also has a clean design language, to reflect the personality of the brand – reliable, progressive, professional, corporate, but retain the humanistic playfulness, as it is still a brand that speaks to the masses.
We went beyond the brief to create not only a CI that acts as a design guideline, but also included a detailed set of meaningful brand direction. MD message, corporate boilerplate, branding guidelines such as brand architecture, brand essence, brand positioning, brand values, brand personality and etc. serve as a foundation for future agencies, to understand the brand better.
New design elements such as the intertwined lines, and white bar were added for a new look that is flexible across all media. We also expanded the mascots to various versions, and added layout templates for all layout situations.
What began as a simple CI execution, ended as a meaningful project that provides the ultimate platform that covered all angles so that there are no missing links, and that agencies as well as Client’s personnel in the future can refer to the CI for anything they produce on behalf of the brand.