Identity

“Our corporate identities need to communicate values beyond visual appeasement. It is not a tool for attraction, but rather, for retention, after the consumer of our services have experienced the intrinsic values.  It is the implied, and the imbibed values, that needs ideation & creation”

These were the words in the brief given to the design agencies for creating the corporate & brand identities. Let us glimpse through the thought concepts behind the three.

The Trustbanq identity is reflective of the two words which form the values; TRUST & BANQ. In principle, the brand identifies itself to evolve as the custodian of profitable relationship formed with its clients, partners, stakeholders, investors & shareholders.

The straight lines in the identity are reflective of the linear approach towards assignments, the straight line approach and the ‘Integrity quotient’. The lines also are read as Pillars, esp. from the Roman era, which denotes deep research & strength.

The ‘Black & White’ representation is reflective of the clear cut thinking, decisive insights and clear directions, adopted as well as advised.

A pre-release detailed survey was undertaken with a sample size of approx. 300 respondents. These respondents were interviewed twice, once on a generic basis, and the second time with the brief about this identity representing the Realty sector consulting business. They identified the core value key words as “STABILITY, EFFICIENT, SPECIALIST & CONTEMPORARY”.

Ground-Realty identity was thought through by YT solutions, with everything pointing towards the right. The arrow pointing right signifies Concentration & straight line thinking. The facts were drawn from the realization that people can draw an arrow even with the eyes closed. The value to be imbibed is Trust. Arrow pointing right is also the classic sign of the Sun Rays, a signature of creativity.

The twin shades of dark red signify subdues energy, evaluation before presentation and teh differing shades of interpretation.

The Ground-Realty segment represents the “ASPIRATIONS” and fruitful delivery is based on knowledge being utilized to meet them.

The slogan was aptly coined as – “Right advise. Right direction!” The same is applicable for internal as well as external customers.

When the business operations of Dorent were consolidated under Trustbanq Realty Limited, the corporate identity underwent a makeover. The “FUNCTIONALLY STATIC” services and identity was converted to “PROACTIVELY DYNAMIC”.

The logo underwent the change to imbibe the newly adopted values of “ease, convenience, speed, detailing & assistance”.

The Green denotes the freshness in approach and the freshness of inventory available, for selection. The word dorent is derived from two words, DO & RENT. The Twin shades of green & black represent the Intent (DO) and the function (RENT). Grammatically, DO is read as –“ to perform the actions that are necessary in order to complete (something) or bring it into a desired state”

The cursor on the DO under the identity stands for the speed of the internet, the ease and convenience being planned to be delivered to the clients within the comfort of their homes, and the magnifying glasses represent the minute detailing, as well as the responsibility of search through the many options being available in the market place.

Since Renting is need based, and has a fixed time line for fulfilment, the slogan coined for Dorent was – “YOU BEST MOVE”.