Lirex
IT Corporate Identity Redesign
(Brandbook)
Lirex BG is a leading Bulgarian IT company with nearly 30 years of experience. In other words, it is one of the most expert organizations in the European market in the field of information and communication technologies. Lirex aims to be a leader in the IT market. However, to reach this goal, they needed a solid brand presence, corresponding to their expertise and values. Starting from a redesign of their old logo, Ralev.com developed a completely new brand identity and visual presence for the company.
Scope
Logo Redesign
Brand System
Visual Communication
Category
IT company
Team
6 members
Timeframe
7 months
Testimonial
“In the world of technology,
it is people who make a difference.”
– Lirex
“In the world of technology,
it is people who make
a difference.”
– Lirex
Logo
Redesign
The new logomark combines the letter “L” for Lirex and business-oriented graphic symbols – a chart and a ladder. Мost importantly, it includes the symbols from the old logomark but establishes a more minimalist approach and a modern feel to the brand. However, instead of going for a hard, detached technological look that’s been overused, we softened the logo to make it more human.
Logo Redesign
The new logomark combines the letter “L” for Lirex and business-oriented graphic symbols – a chart and a ladder. Мost importantly, it includes the symbols from the old logomark but establishes a more minimalist approach and a modern feel to the brand. However, instead of going for a hard, detached technological look that’s been overused, we softened the logo to make it more human.
Changes in the Previous Logo
Changes in the
Previous Logo
Lirex Logo System
Lirex is a constantly developing brand. Moreover, their brand family includes the sub-brands such as Lirex BG, Lirex BS, Lirex High Tech, and Lirex Skopje, which is why they needed a consistent logo system.
Therefore, defining the Cyrillic and Latin versions, color, font, spacing, and alignment between the main logo and the sub-brand, was the key to a homogeneous look across all logos in the family.
Lirex Logo System
Lirex is a constantly developing brand. Moreover, their brand family includes the sub-brands such as Lirex BG, Lirex BS, Lirex High Tech, and Lirex Skopje, which is why they needed a consistent logo system.
Therefore, defining the Cyrillic and Latin versions, color, font, spacing, and alignment between the main logo and the sub-brand, was the key to a homogeneous look across all logos in the family.
Content
Typeface
We chose the simple, geometric, and concise lettering silhouette of Exo 2, as it is suitable for highlighting short key messages, as well as larger paragraphs with information. The font can be used for writing in both Latin and Cyrillic.
Lirex Content Typeface
We chose the simple, geometric, and concise lettering silhouette of Exo 2, as it is suitable for highlighting short key messages, as well as larger paragraphs with information. The font can be used for writing in both Latin and Cyrillic.
Brand Colors
Blue is the color of trust, and green is the color of growth. These were the original brand colors Lirex used, and they represent the company’s values and goals precisely. Therefore, we wanted to keep that strong association, which meant keeping the color palette.
Additionally, Lirex has a history of nearly 30 years. This meant that they’re well established among their customers. Their main brand colors are one of the things that make them easily recognizable. Consequently, we kept that in mind when making the decision.
Brand Colors
Blue is the color of trust, and green is the color of growth. These were the original brand colors Lirex used, and they represent the company’s values and goals precisely. Therefore, we wanted to keep that strong association, which meant keeping the color palette.
Additionally, Lirex has a history of nearly 30 years. This meant that they’re well established among their customers. Their main brand colors are one of the things that make them easily recognizable. Consequently, we kept that in mind when making the decision.
Main
Brand Elements
The logic behind the creation of the Lirex logomark is also applied to other brand identity elements. We decided to develop the branding on the base of these simple forms. And using parts of the logo in a well-defined way allowed us to be consistent.
Secondary
Brand Elements
In addition, а circle, semicircle, quarter circle, and a combination between them are what makes up the secondary brand elements.
Main
Brand Elements
The logic behind the creation of the Lirex logomark is also applied to other brand identity elements. We decided to develop the branding on the base of these simple forms. And using parts of the logo in a well-defined way allowed us to be consistent.
Secondary
Brand Elements
In addition, а circle, semicircle, quarter circle, and a combination between them are what makes up the secondary brand elements.
By combining the main and secondary brand elements, we unlocked a lot of potential layout options. We presented Lirex with some examples of possible combinations. Most importantly, we developed strict rules about the usage of the brand elements. This makes their usage easy and sustainable for both Lirex and any of their future subcontractors.
By combining the main and secondary brand elements, we unlocked a lot of potential layout options. We presented Lirex with some examples of possible combinations. Most importantly, we developed strict rules about the usage of the brand elements. This makes their usage easy and sustainable for both Lirex and any of their future subcontractors.
Branded Vehicles
Branded Vehicles
Icons
Firstly, we created an icon set following the main brand colors and consistent line thickness. The 5 main icons represent Lirex’s main areas of competence.
Secondly, taking in mind that Lirex is a constantly evolving and growing brand, we prepared a set of guidelines for the future creation of additional icons. These rules define the default sized and mandatory elements for new icons.
Icons
Firstly, we created an icon set following the main brand colors and consistent line thickness. The 5 main icons represent Lirex’s main areas of competence. Secondly, taking in mind that Lirex is a constantly evolving and growing brand, we prepared a set of guidelines for the future creation of additional icons. These rules define the default sized and mandatory elements for new icons.
Brochure
Brochure
Indoor
Graphics
We designed several interior solutions describing Lirex’s values and mission statements. These panels and signs are meant to be displayed at the company’s various office locations as a means to uniting the employees and creating a pleasant work atmosphere.
Indoor Graphics
We designed several interior solutions describing Lirex’s values and mission statements. These panels and signs are meant to be displayed at the company’s various office locations as a means to uniting the employees and creating a pleasant work atmosphere.
Social Media Presence
Social Media Presence
Brandbook
In conclusion, the company brandbook unites all the concepts and rules to present Lirex. The present Lirex in a consistent manner in the future. As well as grow the brand if necessary. All of this was compiled in accordance with Lirex’s directions and desires as a client.
Brandbook
In conclusion, the company brandbook unites all the concepts and rules to present Lirex. They present Lirex in a consistent manner in the future. As well as grow the brand if necessary. All of this was compiled in accordance with Lirex’s directions and desires as a client.
Project Summary
Project Summary
Ralitsa Karamfilova
Strategic Development
LIREX COM
We selected Ralev.com as our brand design partner because of their excellent reputation and the quality of their portfolio projects. We were pleasantly surprised by the analytical approach and the rapidness of the work process. Moreover, they managed to create a modern look of the logo and the whole brand design, still preserving the visual DNA of the company. After the Logo Redesign, we ordered a Design System (color palettes, stationery design, typography rules, custom icons, extra brand materials, etc.) and a few more advertising visuals. In conclusion, if you need design expertise – choose Team Ralev!
