Creating brand guidelines for a company with a lack of identity.

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We were brought in to Silicon Power’s International Marketing Team on a dream that the company could be a global competitor for memory storage. Examining the current brand, the only real consistency across collateral was the logo, and even that had varying versions. The colours, fonts, imagery and marketing were all completely different.

The previous brand guidelines were missing a lot of information, and had not been updated in 5 years. This prompted us to go right back to the beginning. Why does Silicon Power exist? Who are its customers? What are its passions and values? How is all this represented in its products and marketing? After talking to staff and customers, we developed SP’s mission, vision and values. These key ideas would drive each decision made by the company, and each visual element presented to the world. 

The logo was redesigned to link into the company’s origins. Taking shape from the identifiable circuit board, the logo could then expand and collapse depending on the the data inside. Just like SP’s storage solutions. From there, graphic elements easily link back to the logo, from icons to typography. Keeping everything centred around the user, wording became clearer, cluttered photoshopped visuals were replaced with real photography, and focus was turned to how people will benefit from the products. Eventually SP’s brand could be recognised without the logo being present.