QuarkDigital, Identity, Print
An Enterprising Brand
Sometimes designing is just the tip of the iceberg. More often projects involve good old fashioned problem solving. And this certainly rang true for our work with Quark. This global software company approached Become to give its Enterprise Solutions a solid brand platform. An extensive suite of products fall under the Quark Enterprise Solutions umbrella, so the graphical look needed to not only visually impress but ‘work’ as a comprehensive branding system, unifying its suite of products while also enabling them to stand alone.
Once best known for QuarkXPress, in recent years Quark has refocused its resources towards the enterprise dynamic publishing market and been recognised in various analyst reports for its contribution and leadership in this sector. Its enterprise solutions enable large, global organisations across a range of sectors to automate the publishing process from content authoring through to multi-channel output.
Quark employs in-house designers but wanted fresh input from a branding agency skilled in complex technology sector brand executions, who weren’t too ‘close’ to the company and could provide an external viewpoint. Just the sort of challenge we enjoy.
We wanted to create a brand as memorable and recognisable as the Adobe Creative Suite to put Quark back on the map as a leading enterprise solutions provider. By pushing the boundaries, we created a unique and distinctive look and feel, with each individual solution instantly recognisable as part of the Quark Enterprise Solutions family.
Collaborating with the Quark design team, we crafted the umbrella brand as well as parent identities for the various solutions. To provide cohesion within this branding system, each colour in the logo stands for one of the 16 solutions, with several solutions forming a sub-level platform. By basing the brand on colour and shape, we were able to create strong individual identities for each of the solutions while simultaneously maintaining their status as parts of the whole, overarching entity.
The brand was rolled out across installer splashscreens and software interfaces as well as a range of touchpoints, from white papers, case studies and exhibition banners through to online communications, including eshots, landing pages, social media graphics, web banners and headers. Then, just for good measure, we wrote the brand guidelines too.