corporate style tlp management
Project: corporate style and visual identity system
Client: TLP Management
Task: To form a corporate style for a management company working with financial and industrial groups and a portfolio of assets in the mining industry and commercial real estate. The visual identity should reflect the scale of the business, management expertise, and financial stability, while maintaining a restrained, closed character of communication typical of companies of this type.
A separate requirement was to create a universal system suitable for use in corporate documentation, presentations, digital media, and business environment, as well as able to work at the level of the parent company and in the context of subsidiary structures without the need for frequent updates.
Solution: A concise and structured visual identity system was developed, based on the principles of clear composition, strict typography, and verified proportions. The visual language relies on abstract management and financial metaphors, without direct industry references, which allowed the corporate style to remain universal and relevant in the event of a possible transformation of the asset portfolio.
The identity is adapted for key corporate communication media and is designed for long-term use, ensuring a holistic and sustainable visual presence of the company in the business and investment context.
The task was to create a corporate style for a management company that works with financial and industrial groups and a portfolio of assets, which would reflect the management nature of the business, financial stability, and a systematic approach to decision-making. The visual identity had to be restrained, status, and devoid of direct industry associations to maintain relevance in the event of possible changes in the structure of assets.
A separate task was to create not a set of individual graphic elements, but a holistic visual system with clear rules of use. The identity had to work equally correctly in official documentation, presentations, digital media, and representative media, providing a single visual field for the parent company and related structures.
Also, it was required to lay in the corporate style the potential for scaling and long-term use: from the logo and typography to scenarios of application in everyday management practice. An important condition was the formation of visual discipline and reducing dependence on manual interpretation through the development of a detailed regulation on the use of the corporate style.
Sketching, mood board, competitors, current situation, forecast
Work on the corporate style began with an analysis of the company's context and the environment in which it operates. The visual practices of management companies, investment and holding companies, as well as international examples of corporate identity in the asset management segment, were studied. The analysis showed that most solutions are either overly abstract and impersonal or, on the contrary, overloaded with industry symbolism, which reduces their versatility.
At the concept stage, several directions of visual search were formed. The work was carried out through mood boards and references that reflect the key characteristics of the future brand: structurality, manageability, analytics, restraint. In parallel, options for the sign and compositional schemes were worked out, in which the visual language did not illustrate the activity directly, but conveyed it through abstract forms and rhythms.
In the sketching process, the main emphasis was placed on finding a sign that could work as a system. As a result of a series of graphic experiments, the idea of combining the letters T, L, and P into a single modular form emerged. This design proved to be resistant to scaling, easily adaptable to different media, and visually connected with management metaphors - graphs, tables, control panels.
Further work was carried out through the refinement of proportions, color combinations, and typographic solutions. In the course of revisions, the concept was consistently simplified and cleared of secondary elements to achieve maximum clarity and functionality. The final solution was fixed through testing on real media - documents, presentations, digital media, - after which it was formalized in the form of a brand book with clear rules of application.
As a result of the project for TLP Management, a holistic system of visual identification was formed, fixed in a detailed brand book and calculated for long-term use in the corporate environment. The brand book regulates all key elements of the corporate style - from the logo and color scheme to typography and rules of application on media, ensuring uniformity of communications and reducing the risk of distortions when scaling.
The sign system is built on the combination of the three letters T, L, and P into a single modular form. Thanks to the abstract nature of the sign, it allows for multiple interpretations - from a graph and control panel to a structured table, - which enhances associations with management, analysis, and control, without being tied to a specific industry of assets.
The developed identity showed high adaptability to various types of media. The brand book detailed business documentation, presentations, office navigation, digital media, representative and promotional materials. The use of the sign as a frame container made it possible to create a flexible visual system that maintains brand recognition when diversifying formats and scales of application.
A separate result of the project is the formalization of the rules for using the corporate style. Clearly fixed restrictions and examples of incorrect logo application ensure visual discipline and support the status and professional character of the brand in the company's daily work and external communications.
Additional materials
corporate style
Brand book for FGBU «Russian Fund for Environmental Information and Environmental Protection of the Ministry of Natural Resources of Russia»
As part of the project, a comprehensive visual brand system was formed, allowing the Fund to communicate with the audience in a single visual language - confidently, modernly and consistently across all communication channels.
Brandbook structures the corporate style and turns it from a set of individual elements into a convenient working tool. It fixes the rules for using the logo, color palette and typography, ensuring a sustainable visual identity both in official documents and in presentations, printed materials and digital media. Particular attention is paid to the balance between the organization's state status and environmental theme. The visual language is built in such a way that the brand is perceived as reliable, relevant and focused on development.
Color solutions and graphic techniques enhance associations with nature, data and systemic approach, and typography supports readability and information hierarchy.
The result was a universal and scalable system that:
- simplifies the work of internal teams and contractors,
- reduces visual distortions when reproducing materials,
- strengthens brand recognition and integrity,
- allows for confident development of communications in the future without losing identity.
- The project was carried out with a focus on practical application and long-term use, making the brand book not just a regulation, but a basis for sustainable visual development of the organization.
Download brief for development of corporate style
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