This is a classic example of the importance of brand conveying a single, clear message.  On the one hand we have Subway – a company with very focused branding designed to sell subs.  Subway do slightly deviate but only within the category, for example, the Breakfast Sub and with sides, for example, meat balls.  If you were to ask a consumer what Subway exists to sell they would be able to tell you straight away.

It’s competitor next door was not so clear- an Indian Takeaway that had resorted to crossing into completely different categories, for example, English breakfasts, diluting the brand and sending a mixed message.

With so many brands targeting consumers every day, brand focus is essential to creating a proposition that has longevity and clearly differentiates itself from the competition.

Last week at Pixel8, we continued our global brand design consistency program for Hotel Indigo, the InterContinental Hotels Group (IHG) boutique brand. We created a range of new graphic designs and completed all the artwork for new food and drink menus for 13 hotels.

Food and drink menus express the personality of an organization. They’re an open invitation to examine brand imagery and are often the branding collateral that customers spend the most time looking at.

At the Pixel8 Design and Branding Agency, we knew that the Hotel Indigo menus had to be constant in their appeal to customers worldwide. We also had to encourage customer appreciation of the boutique hotels’ feel, whilst providing the consistency expected from a global brand.

So, Pixel8 created a portfolio of on brand imagery for 13 different hotels across the Americas and in the UK. We developed a range of creative images that reflect Hotel Indigos’ values, reiterating the local, neighborhood story and inspired service that lie at the core of the Hotel Indigo brand design refresh.

For more information watch our animated video of our Hotel Indigo brand development journal or contact Pixel8 today. From the USA dial 011 44 161 228 6489, in the UK call 0845 230 1336 or contact us by e-mail.

Also see our ‘Powered by Smart Pixels’ animation at www.Pixel8ltd.com

Michael, Warwick, Nicholls (MWN) has chosen the Pixel8 design agency in Manchester to redesign their company logo and create a new brand identity.

Voted amongst the top 5 management consulting recruiters in the UK for two years running, Pixel8’s creative team has been tasked with reflecting MWN’s pre-eminence within the marketplace.