Idea is a US-based global provider of elite-quality technology solutions for large organisations such as government agencies, defence contractors, education, the US military and navy as well as an impressive list of fortune 500 companies. Idea are extremely selective and only take on assignments in which they have a demonstrable track-record; never learning or developing solutions or products at client expense. They are specialists in infrastructure solutions, application development and mobile communications – always providing dependable customer support and working to demystify technology whenever possible. In the world of information technology Idea are 'the real deal' offering robust technology solutions backed by incisive and cost effective consulting. In an ever-changing world of technology solutions Idea offer a point of stability for large and complex organisations. Idea provide technlogy solutions that act as an extension of their client's business and, when it comes to consulting on technology solutions, a point of completion. Inspired by the computer file extension and the dot com protocol of the internet, and, much like a file extension for computers, large business is made more effective by Idea.
A simple formula behind the brand-idea provides a distinctive and highly ownable identity system that delivers a sophisticated range of brand messages suited to the technology sector. The formula-based messaging system adds a number of ideas in addition to the computer file extension and dot com internet protocol of the brandmark. This formula complements the technology sector and is reflective of the type of thinking required to deliver technology solutions. It's a coded and short-hand messaging device that, once grasped, enables deep insights into the brand. I'll discuss, in brief, the examples presented here that I created, taken from the concept presentation. 'Technology' dot 'consulting' is perhaps the most pertinent example as 'technology' identifies the sector and 'consulting' qualifies the type of value added, and together 'technology' and 'consulting' describe an established sector understood by people in the field. As a brandline 'technology.consulting' is a gift. '4' Dot '1' is a highly specific brand message. The new brand not only anounces the merger of four companies into one but demonstrates the brand idea in a profoundly relevant way. Idea, according to the coded message, is literally the '1'. And, a new twist on the Einsteinian symbol of genius E=MC2, E (energy) is qualified as M (mass) x C (the speed of light) squared. In the context of Idea's brand E.MC2 is communicated in a way that, once the coding has been grasped, people understand that it means E=MC2. Or, simply, two related words can be used together where the second is to be held as the same as the dot Idea such as 'buzz.lightyear'.
