The brief of the project was to design the visual identity for DQE, one of the top most animation companies in India. The identity for DQE had to be strong and unconventional thus, separating it from its simple and conventional looking competitors.
DQE was formed to address the rising animation needs of clients from abroad. It is a service provider in the animation industry, but since it’s been around for a decade in the industry, it has over time built on knowledge, skilled manpower, and infrastructure. Because of its perceived need to be a complete entertainment company, change in the visual brand identity of the company was the first step towards achieving the goal.
Brand DQE had to separate itself from other competitors, in a way that was relevant and motivating to their customers, prospects and channels. It had to help place DQE on the world map, and bring about a sense of oneness in all DQE collaterals. Identity had to be made keeping in mind at least the next 30 years and an international feel was important. The DQE identity had to enhance the company’s perceived value, thereby supporting premium pricing, sheltering the company from low price competition, enabling the launch of new products more quickly and cost effectively.
In this project, I looked at and analyzed the identities of other well known brands. The observations and the findings from this process helped me realize the importance of simplicity and playfulness in making the identity appealing and recallable. The scribble identity which was approved by the client subsumed my learning and observations and celebrated the design element.
