Is Titan HDTV the right name to launch a new line of consumer-oriented electronics products with? That was the question. The client’s intent was the name could spar with Monster Cable (Titan beats Monster in mythological lore), the industry leader. Although some of the products would certainly be marketed side-by-side with Monster’s, the name Titan did not convey any sense of the elegance or polish considered to be significant product attributes. 

Through our Brand Discovery process we quickly came to the conclusion that our first task was the creation of a name followed immediately with an identity.

The Kanto name is derived from the word “canto”, meaning “song,” and “cantilever”, an architectural term relating to the structural support of beams. The combination of these two elements represents the elegance, inspiration and craftsmanship inherent in their products.

Designed to appeal to two distinct targets: consumers and the industry (such as retail sales reps, installers and distributors), the logomark is based on an isometric study and represents functionality, solidity, simplicity and interconnectivity. It is also evocative of a flat panel television mounted on a wall. The clean, simple wordmark is meant to convey peace of mind, elegance and confidence. The bright green and grey colours were selected for their appeal to the target audience and ability to stand out from competitive products in the retail environment.
 
RESULTS

Name and identity complete, packaging and a website for the initial lines of flat panel mounts and unique iPod speaker systems called iPort were created. For the speakers, these were to be marketed specifically to consumers, however, mounts are unique in that they are very often tacked on to larger consumer purchases of flat panel televisions. Thus, they may or may not see the brand as a differentiating factor. Regardless, the brand had to reflect quality and value, and reassure the buyer that the product is the best choice to pair with their systems. Consideration was also given to versatility with how the package might be merchandised as well as easily identified when shelved in a stockroom.

To date results have been phenomenal and the first shipments sold out quickly. The speaker lines have gained favour with high end audio retailers.
 
Launch website: kantoav.com