Challenge
Development of positioning and visual communications for JSC "Road Operational Enterprise No. 103", rep. Bashkortostan
Challenge
Development of positioning and visual communications for JSC "Road Operational Enterprise No. 103", rep. Bashkortostan
Company
DEP 103 was founded in 1977 as one of many road maintenance companies. By 2020, the company has become one of the leaders of the Republic of Bashkortostan in the field of road maintenance, but in a global sense it is not seen: innovative approaches are lost in the general market stream, not always attracting the attention of investors, customers, and even more so ordinary drivers.
Company
DEP 103 was founded in 1977 as one of many road maintenance companies. By 2020, the company has become one of the leaders of the Republic of Bashkortostan in the field of road maintenance, but in a global sense it is not seen: innovative approaches are lost in the general market stream, not always attracting the attention of investors, customers, and even more so ordinary drivers.
Research
We went to Bashkiria to see with our own eyes what we were dealing with, and after surveys and interviews, we saw that road works in Russia are closed in a vicious circle: harsh climatic conditions inspire companies to look for new approaches, but due to the national habit of scolding the roads, they do not notice this .
DEP 103 is one of the few companies using innovative road maintenance technologies in Bashkiria; a company that is not afraid to take responsibility for its work, needs visibility and is ready to change the industry, so its brand must be bold and ambitious.
DEP 103 is one of the few companies using innovative road maintenance technologies in Bashkiria; a company that is not afraid to take responsibility for its work, needs visibility and is ready to change the industry, so its brand must be bold and ambitious.
Solution
Not to fight, but to prevent - the philosophy of DEP 103. Many road companies focus exclusively on eliminating the consequences of sudden changes in the weather, but the technological approaches of DEP 103 allow you to anticipate and eliminate problems before they actually occur. The road company helps people not to notice the road - and this is their advantage, because only such a road is ideal.
The key meanings of the company are reduced to the following concepts: help, speed, command, prevention. DEP 103 is a rapid response road care, carried out by a professional and close-knit team. If we concentrate, we get the brand line:
The key meanings of the company are reduced to the following concepts: help, speed, command, prevention. DEP 103 is a rapid response road care, carried out by a professional and close-knit team. If we concentrate, we get the brand line:
Road care
The key message of the brand: A team of professionals who have been taking care of roads for almost 50 years, preventing accidents and quickly leaving to fight the elements, opening the way for everyone who follows them.
Logo
Before
After
To introduce new technological approaches, DEP 103 purchases machines from European manufacturers, among which there are brands built on animalistic symbols: CATERPILLAR, JOHN DEERE and ROTOBEC. The DEP 103 company, like its Western counterparts, is like a strong beast that paves the way - like a rhinoceros with its strength and power. It was this animalistic metaphor that became the basis of the future logo. The main task in developing a sign with a rhinoceros was to create an image of a strong, but not aggressive and not a cartoon animal in a neutral position that inspires confidence. That is why the ¾ position was chosen, in which the rhinoceros moves with a confident step towards the viewer.
The background of the sign was a shield, on the one hand, as a symbol of protection and unity, on the other hand, as an understandable geometric figure that helps to emphasize the fundamental nature of the tasks facing the company. The brightness of the colors used in the company's logo shows that DEP 103 is not afraid to be seen and take responsibility for its work. With its visual style, the company openly tells everyone: "If you see a rhinoceros on road vehicles, you should know that DEP 103 takes responsibility for this section of the road and promises that the road will be good." The font part is combined with the graphics of the sign, where the volume, boldness, rhythmic combination of smooth and sharp forms are preserved.
Typography
All text styles use the proprietary Ubuntu font or the system Verdana font. To highlight key points in the text, the Black font is used, the Light font is used for text frames. Style sizes are interconnected and form one system.
Color coding
Evolution
The style-forming graphics are reminiscent of camouflage, but are expressed primarily in the dynamic plasticity of the lines and are made in the "Halftone" style, which is often used in the design of street clothes or racing cars. This is a style in which the saturation of color from dense bold dots goes into small elements, due to which the visual effect of a slight transition to another color is created. This technique allows you to achieve depth and variability of shades using just one paint, which in turn saves money when applying style to road vehicles and other visual media.
