The Client
Lean Institute Bulgaria specializes in the optimization of processes, organizations and products in all areas of business and work. Their consulting activity focuses on everything that creates value and the avoidance of any kind of waste, such as duplicated work, the superfluous holding of stock, or unnecessary waiting times.
It is part of The Lean Global Network, whose goal is to consistently develop and popularize the Lean methodology across the world.
The Task and Challenge
What’s a brand’s worst nightmare? Being mistaken for another, of course!
This was one of Lean Institute Bulgaria’s main challenges. They were frequently being mistaken for a brand of a similar name, leading to considerable confusion and extra
Their other challenge was how to refresh the outdated, boring aesthetic of their old logo while still maintaining a distinct visual association with the Lean Global Network.
Apart from the logo, neither the parent organization nor Lean Institute Bulgaria had a brand identity or consistent guiding principles to follow when creating visual content. Naturally, this was the source of multiple problems, the main ones being a marked lack of identity, consistency, and recognizability.
Once we were in contact, we took a deep dive into their brand and its needs. Together, we set the following goals:
- To develop an authentic and recognizable brand image that differentiates them from others.
- To create a more modern logo which maintains its alignment with their global counterpart for maximum recognizability.
To achieve a modern aesthetic that’s consistent with their dedication to effective contemporary best practices.
Logotype
The Lean Institute Bulgaria logo we created is a dynamic representation of progress and continuous improvement. The sleek lines, reminiscent of progress bars, symbolize the essence of the brand and its commitment to continuous advancement within the lean methodology.
In a nod to their previous logo, the incorporation of a line resembling a jumping person adds a sense of energy and momentum, aligning with the institute’s dedication to fostering growth and efficiency.
A pivotal part of creating a visual brand identity was to establish clear rules regarding co branding, especially in relation to the Lean Global Network. This way a direct association could easily be maintained in all scenarios.
