Overview
INOVA Geophysical is an industry leader in seismic technology, products and services in oil and gas exploration who came to Advertas with a product identity crisis. Several of their products fell victim to the age-old problem of not having a unified branding standard for product names or design, resulting in a patchwork of product branding. Advertas put their design ducks in a row and created a new suite of logos for each product and a new set of standards for their future designs to adhere to.
- Client: INOVA Geophysical
- Industry: Energy: Upstream
- Services: Rebranding
The Client
INOVA develops rugged and reliable seismic instruments that enable geophysical service providers to efficiently design and execute complex seismic acquisition programs. Their products can be found in a large variety of climates around the globe and range from vehicles with vibroseis technology to nodal systems and cables.
The Challenge
Advertas’ challenge was to rebrand INOVA’s products into a consistent framework with a more contemporary look. The tricky part of this assignment was to ensure that the new identities worked with product names of varying lengths and would fit into a vast array of products while maintaining brand cohesion.
The Approach
INOVA’s products came in three distinct categories – source products, cable systems, and nodal systems. These systems and their families of products needed to be distinct from each other to eliminate confusion by consumers. Advertas presented several different types of brand identities to the INOVA team, including typography, colors, textures, and mockups of existing products. Through the refinement process, the Advertas team landed on a distinct glossy look for each product’s wordmark and denoted category based on color.
The Outcome
Advertas delivered a complete, cohesive brand identity INOVA, and worked with INOVA to implement an organizational color scheme for their products in addition to a complementary font family with custom-made gloss finish. Advertas also created branding guidelines for possible future use, imagining what new directions INOVA could take as their brand evolves.
