Acquisition Assimilation
One of the most common challenges we face, particularly in private equity driven projects, is how do we assimilate future acquisitions within the visual identity system? Oftentimes the answer is the simple master-branded approach, whereby all current and future acquisitions fall under the new identity. However, sometimes we need to take a more innovative approach to the challenge. Here are two examples.
A shared visual language
Bravida Medical
The “Bravida Standard of Excellence” logo we created features four bars that suggest a US flag (or standard) and also represent Bravida’s four new core values: Act with compassion and integrity, Own your impact, Feel the Urgency, and Be a Champion.
Using the rounded blue line as the connection between Bravida and all of their brands, we created a family of product logos that deftly link all products together under the Bravida Medical brand.
A graphic design sleight of hand…
Azuria Water Solutions
Several factors played into the creation of the brand identity for Azuria. Firstly, there were additional acquisitions as we were working on the project, that would need to be assimilated into the Azuria brand architecture. Secondly, of all those Azuria acquisitions, Insituform® had the majority of the brand equity and recognition.
These factors spurred an idea that if we were to create a shared logo and typography, and if that logo was also a brand refresh for Insituform®, we could visually share the Insituform® brand equity with Azuria and across all Azuria companies.