BTY Brand Identity Logo and Applications

BTY’s new logomark is an analytical & mathematical interpretation of the moment a gennaker sail gets deployed. It is also inspired by the disruption that a gennaker sail brought to the sailboat racing world.

This logomark represents the excitement of a more purposeful future, a future of people leading technology, not the other way around.

A gennaker sail provides efficiency and speed. Maximum lift with minimum resistance. Gennaker sails were integral in the changes that allowed boats formerly racing at 35km/h to increase their speed upwards of 100 km/h.

But just like artificial intelligence, without people making the right decisions while racing the boat, the boat’s newly acquired performance and speed would be without purpose.

Of all the things we do at Etude.Digital, nothing takes more work and is deceptively complex than what goes into designing a brand identity. In particular, a logo has so many values it needs to represent, and it needs to do so with radical simplicity.

It takes a lot of work to communicate a clear set of values and vision in one stylized and straightforward idea.

The following article is a statement of the work we did for our latest brand identity, which we undoubtedly think could be the best we have ever created.

1st Step - Actionable Intelligence

Our goal is to understand thoroughly what our client does and be able to define it in a simple thought. This statement should describe beyond the services or products they sell; we need to understand what the client “ultimately” sells:

BTY provides real intelligence to transform the built environment for people, the planet, and collective prosperity.

In growing cities worldwide, BTY’s award-winning independent professional services push the built environment forward through viable projects that provide the foundation for thriving and sustainable communities.

2nd Step - Create a Brand Benchmark

As a second step, we need to define a set of branding principles that will be our north star and benchmark by which we measure all efforts:

BTY’s Brand Guiding Principles:

In growing cities worldwide, BTY’s award-winning independent professional services push the built environment forward through viable projects that provide the foundation for thriving and sustainable communities by focusing on:

The Future.

With the exponential revolution that computing power and artificial intelligence are bringing to our lives, we need to ensure that all decisions shaping the communities of the future are rooted in:

Real Intelligence.

BTY takes a stand against artificial intelligence by understanding that it is a tool and not the end game. The critical decisions shaping humanity’s future will have to come from:

Human Capital.

BTY believes in people that act locally yet think globally. People that are hungry to make the world a better place and have the drive and intelligence to do so. BTY believes that its role in shaping the communities of the future is to serve as a:

Catalyst.

BTY understands its purpose to be an agent of progress and innovation by providing real intelligence to transform the built environment for people, the planet, and collective prosperity.

Having established our guiding principles and strategic direction, we can begin the design process. Designing a brand identity without a clear strategy and guiding principles is like starting a trip without a plan or a map. It sounds like an exciting adventure, but most likely, it will take longer to get to where you want to go.

Our work for this project and winning design is just beginning. The new logo and brand identity got unveiled in January 2022; however, this rebrand intends to support our client's business objectives that are undergoing some fundamental operational changes that will disrupt their industry. Once these changes have been finalized, all brand touchpoints will be redone, with the design, marketing, and communication strategy centred around the company's new direction.