REDESIGN CORPORATE IDENTITY AND BRAND BUILDING FOR BONUS LTD.

The aim of designing the company logo for the Hungary-based, household cleaning tool manufacturer and distributor Bonus Ltd., was to modernize its existing logo according to new requirements and demands, meanwhile not to make any significant changes to the existing and well-known logo. The primary aspect of the modification was to compound modern, informative and transcultural symbols in order to create an easily recognizable image and brand-appearance. As a result, the logo reflects cheerfulness suggesting that the different cleaning tasks with Bonus products can not only be useful but also a pleasant activity. Concept Referring to water with any kind of symbols in the new logo was unnecessary, as it is considered to be evident when using cleaning tools, therefore applying dots/points/bubbles was rather preferred. The essence of this newly evolved, so called POINT CONCEPT is emphasizing centrality and unity. Formal elements In the graphics of the original version of the logo, motives of waves were visible. The long-drawn receiving form of the logo was changed to a more narrow shape in order to provide more room for the logotype and better readability. The identical width of the lines surrounding the company name alludes to constant expansion and dynamism. Colors The gradiation used in the original version had been eliminated as it had provided unreliable result typographically. Typography In the redrawn version of the logo the composition and colours had been left untouched, however the unnecessary and wrongly configured blue border of the text had been removed. To emphasise more of the playfulness of the text characters, they had been changed to a more modern, rotound and rounded type, which also resulted a refreshed look. It was important to underline the coherence between the company and its brands, therefore the identical disc shaped, perfect circle originated from the logo had been used as letter O for the company name. All this makes the new logotype easy to read even in a very small size. Slogan When creating the slogan as well the earlier mentioned POINT CONCEPT had been taken into consideration. The whole new concept is built around dots/circles/bubbles, which points out the diversity and the easy usability of the Bonus product range. Bonus offers products for specific purposes and specific demands. therefore the slogan is proved to be a great choice: JUST WHERE IT’S NEEDED. The lettering of the slogan is distinct and easy to remember, but also playful complementing perfection of the company logo.