BRANDING | STRATEGY

 thuros 

A different way to look at big data means a different way of doing business.
Thuros is on a mission, to show companies that unique data insight can bring value on short to long-term, thus improving their social and financial performance.

It’s easy to save and manage expenses when you’re dealing with small numbers. But when you’re a big company / bank / fund, you need the big guns for the big boys. And we’re not talking about simple spreadsheets, but huge clusters of data. That data moves so fast, so often, that most of the times errors occur and some money gets lost on the way, via unnecessary expenses, poor management or bad conversion rates.

Meet Thuros, a small, yet professional team of business analysts. They solves issues like these, by employing customised cutting-edge solutions, while maintaining a fair-rate policy.

When reaching for bigger clients, they found themselves in need of a refresh for their brand.

The other problem is that people knew their product very well, but their company brand was not know to a lot of clients.

So they decided to seek help; they needed a new strategy and a new image, that would ensure consistency in their communication and their product portfolio.

Approach

We employ a four-step process, when drafting a brand strategy. That process implies first understanding the client’s needs and potential. Then, after gathering enough data, we had to clarify what was essential and what had to go. We established the parameters necessary for positioning the brand (both on the market, and within the company brand architecture—how everything is related to one another). Having defined the brand essence, a brand story was created. This will help the target audience understand the brand—since a common vocabulary is recommended to ensure optimum understanding. This story is the container of the brand essence and serves as the basic building blocks for messages, marketing efforts and overall tone of communication.

In the end, as a grand finale for the brand strategy, we found the “big idea”: “Discover the treasure in their data”. This is not a tagline/slogan, but rather a very concise sentence about what this brand is all about.

Since the primary target was companies with 100+ employees, in Northern Europe, we decided to go for a timeless look, without any unnecessary decorations.

The strategy process diagram
The communicative power of the “square”

Squares and rectangles are stable. They’re familiar and trusted shapes and suggest honesty. They have right angles and represent order, mathematics, rationality, and formality. They are seen as earthbound. Rectangles are the most common geometric shape encountered. The majority of text we read is set in rectangles or squares. A pixel is square. Squares and rectangles suggest conformity, peacefulness, solidity, security, and equality. Their familiarity and stability, along with their commonness can seem boring. They are generally not attention getters, but can be tilted to add an unexpected twist. Think of web pages that tilts framed images to help them stand out.

Because it’s such a basic element, you can apply different transformations on its scale, position and axis, and it will still retain the core semiotics.

These movements also add new meaning, helping the communication of the brand values and messages. In the same manner, data is also interpreted by using different algorithms, to achieve new insight, which is exactly what THUROS does.

Solution

When drafting the logotype, we started by choosing the right tone and the construction of the typeface. We chose a grotesk sans, because we wanted to achieve a timeless look using rectangular, technical shapes, that communicate reason and precision, without looking to stiff.

We looked at a variety of families and decided to go with Neue Haas Unica, in its bold weight, that ensured great legibility and character spacing, and communicated the brand values and ideas.

Neue Haas Unica™ is Monotype’s revival of a typeface that has attained almost mythical status in the type community. Unica® was an attempt to create the ultimate sans-serif – a hybrid of Helvetica, Univers and Akzidenz Grotesk. Designed by Team ’77 and released to great acclaim in 1980, Unica went missing under a heap of legal disputes and has never been available as a full, digital typeface. “Unica was designed to be different,”—said André Gürtler; “sharper than Helvetica, warmer than Univers, cleaner than Akzidenz.”

Unica’s strenghts lie in its versatility, redability and a clear history of typographic mastery that the Northern Europe is reveiled for. This approach, of discovering the extra value from an old typeface is directly on point to the core values of the THUROS brand.

Released in 1980, Unica hit the sweet spot. It was clean, understated and elegant. In 2015, Monotype’s Toshi Omagari has given this classic a fresh, digital lease of life, with a full set of weights, an extended range of glyphs and multi-language support.
The lowercase “t” has been adjusted to match the overall design of the other letters. While the original design is great for long copy, for wordmarks all letters must look good as a whole.
The dot maintains a lower contrast,
to allow the name to pop-out

Another brand asset has been added to further enhance the brand look, and to allow the logotype to have a connection with the visual applications. Using this square element in the visual mark endorses the brand with its attributes, adding value and differentiation to the logotype. This creates an unique brand look, which sepparates THUROS from other competitors.

The dot will always be a secondary asset to the logotype, since it’s not complex enough to be used as a symbol; therefore it’s not possible to use it alone, since it cannot communicate the brand on its own.

A stylized reprezentation of data clusters, shows the way patterns are discovered to get new insight. It’s clear enough to illustrate both the description of the brand, as well as to serve as secondary graphics, to complement the identity. Using such basic elements allows a multitude of variations, to enrich the brand experience.

Additionally, the sub-brands may use these elements in a different way, while still sharing the main visual style of the parent company. These dots have the exact same dimensions as the one from the visual mark.

Branding the products and services

In order to maintain the brand consistency across all Thuros products and services, all the visual marks are using the same typeface as the parent brand, Neue Haas Unica.

The concentric circles are a very powerful visual hint, because they focus attention. Also, they suggest a group, within a group, within another group. The onion metaphor works very well in this case, since “peeling away” layers of information, one can discover the core of the problem.

What THUROS does through its products, is to look up close to any issues, to see the tinyest details that hide important data. As such, a hint of a magnifying glass is a great way to illustrate what this product does different than the competitors.