iE Corporate and Brand Identity - The corporate identity for iE was commissioned through CWA Limited, marketing consultants, on behalf of a British technology company specialising in legacy integration systems and with two global activities; e-commerce solutions and technology products.

Corporate design for iE, 2002The corporate identity for iE was commissioned through CWA Limited, marketing consultants, on behalf of Dr Laurence Shafe and Dr Roger Willcocks of iE, a British technology company specialising in legacy integration systems and with two global activities; e-commerce solutions and technology products. Its product development includes an iE Integrator that meets the needs of large corporations to integrate multiple, disparate back-ends, especially IBM enterprise systems. It delivers to the Web and other front-end technologies.The research comprised a number of different components including the evolution of a name change for the company from Intelligent Environments Limited to a more streamlined (including the potential of a more graphically streamlined name) iE was subsequently developed and tested within the company and selected clients. Independent market researched initiated by the researcher, established that despite its relative longevity and reputation for good service, the company name was not well know or remembered by its customers. In fact its product brands were found to be more successful than its name in this regard.A change of name, to be reinforced by a close and consistent association of company and brand name, was therefore recommended and accepted. A programme of diagnostic visual research to test the validity of these propositions was undertaken. (CD recording within portfolio).The subsequent research questions pertaining to iE were essentially focused on how to design a specific text structure in a direct, communicative and memorable way. A number of variants were designed and evaluated and the application of an approved logo was developed. A corporate identity manual was also subsequently developed (also on CD recording within portfolio).The client made some slight modification to the logo in terms of how it appeared on printed publicity.The corporate design is still in use.