Creating a Cohesive Corporate Identity System
Attara is a company established as the parent entity for several businesses across various industries. Our task was to develop a corporate identity system that accommodates this structure while reinforcing a unified brand image.
We proposed several brand architecture scenarios, each with its strengths and limitations. After discussions with the client, we agreed on a semi-endorsed brand architecture. This system effectively balances individual business identities with a strong connection to the parent brand.
In this system, all entities share a consistent visual thread that clearly links them to Attara as the parent company. The name and logotype remain the same across all entities, using the "Attara" wordmark. Each business unit is distinguished by a unique symbol tailored to its specific industry. The core logo symbol, inspired by the meaning of “Attara” (which translates to “crown”), is modular. We created distinct variations of the crown symbol using a specific angled element system to represent different business sectors.
To further differentiate each entity, we implemented a dedicated color system aligned with each industry category. Additionally, we developed a brand guideline to support the rollout and implementation of the new identity system. This guide not only ensures consistency but also supports future brand expansions as Attara continues to grow.
