{"id":64176,"date":"2022-12-19T13:49:35","date_gmt":"2022-12-19T12:49:35","guid":{"rendered":"https:\/\/www.grapheine.com\/portfolio\/klee-digital-identite-visuelle"},"modified":"2022-12-20T11:07:52","modified_gmt":"2022-12-20T10:07:52","slug":"klee-digital-brand-identity","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/klee-digital-brand-identity","title":{"rendered":"Klee Digital &#8211; Brand identity"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_single_image image=\"64126\" img_size=\"2280\u00d71169\" alignment=\"center\" el_class=\"mainportfolio alignfull\" css=\".vc_custom_1671452794537{background-color: #0071cf !important;}\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text el_class=\"dateportfolio\"]2017[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n<h1>Klee Digital<br \/>\n<span style=\"color: #999999;\">Creation of the visual and editorial identity of a new digital transformation service offering<br \/>\n<\/span><\/h1>\n[\/vc_column_text][vc_column_text]<strong>With 30 years of experience, Klee Group is a leading French company in IT consulting and digital solutions<\/strong>. It designs, invents and develops customised technological solutions. Klee Group's expertise covers both business and technical aspects, combined with a proven methodology.<\/p>\n<p>Klee Group wanted to increase its reputation in the private sector in order to rebalance its customer portfolio. The second objective was to strengthen its \"360\u00b0 consulting\" brand image: <strong>Klee Group was too often contacted by its customers during the specification phase. It was therefore necessary to harmonise its discourse on Digital Transformation, which is a key vector of innovation and development for its customers<\/strong>.<\/p>\n<p><strong>It is in this context that Graph\u00e9ine accompanied Klee Group in September 2017<\/strong>. We defined the brand strategy and created the visual identity of its new 360 service entitled \"Klee Digital\".<\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\"64128\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64130\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64132\" img_size=\"full\" alignment=\"center\"][vc_video link=\"https:\/\/vimeo.com\/359747839\"][vc_single_image image=\"64162\" img_size=\"full\" alignment=\"center\"][vc_row_inner][vc_column_inner width=\"1\/3\"][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n<h2>Un logo balise astucieux pour cr\u00e9er un territoire de marque expert et ludique<\/h2>\n<p>Le logotype de Klee digital repose sur une astuce typographique que nous avons d\u00e9cel\u00e9 dans le mot \u00ab Klee \u00bb. Pouvoir capitaliser sur un nom court et identifiable ouvre des possibilit\u00e9s de jeux et de syst\u00e8mes typographiques. <strong>Avec le passage du nom en minuscules et un \u00ab\u00a0k ouvert\u00a0\u00bb dessin\u00e9 avec une fl\u00e8che, un symbole de code semble \u00e9merger : une balise html &lt;\/&gt;<\/strong><\/p>\n<p>Il suffit de faire suivre le mot Klee d\u2019une fl\u00e8che. Cette astuce permet tout de suite de raccorder Klee au secteur num\u00e9rique et am\u00e8ne une force graphique qui pourra \u00eatre ensuite d\u00e9clin\u00e9e. <strong>Par disparition du \u00ab\u00a0ee\u00a0\u00bb, nous obtenons un logo balise\u00a0\u00ab\u00a0Kl&gt;\u00a0\u00bb qui va se comporter comme le r\u00e9ceptacle des \u00e9l\u00e9ments de communication du service<\/strong>.<\/p>\n<p>Ce syst\u00e8me graphique fait la part belle \u00e0 une iconographie qui incarne l\u2019\u00e9quipe Klee digital. C\u2019est une galerie d\u2019attitudes qui m\u00eale expertise et esprit d\u00e9cal\u00e9 en ad\u00e9quation avec la culture \u00ab\u00a0digital\u00a0\u00bb. Les couleurs sont vibrantes et les situations sont dynamiques et affirm\u00e9es. <strong>Ce positionnement d\u00e9complex\u00e9 installe Klee Digital comme un v\u00e9ritable partenaire global de la transformation digitale des entreprises et non pas seulement comme un \u00ab\u00a0livreur de code\u00a0\u00bb<\/strong>. Le territoire de marque Klee Digital comprend un concept cr\u00e9atif et un logotype qui permettent de d\u00e9finir une charte graphique globale qui assure la coh\u00e9rence de sa mise en application sur ses diff\u00e9rents supports de communication. Un style d\u2019illustrations ainsi qu\u2019une gamme de pictogrammes constituent sa charte iconographique.<\/p>\n<p>La signature \u00ab More than Technology \u00bb et une charte \u00e9ditoriale d\u00e9termine le discours de la marque, son registre d\u2019expression et son ton de voix. <strong>Gr\u00e2ce \u00e0 la cr\u00e9ation de cette identit\u00e9 visuelle, Klee Group consolide sa l\u00e9gitimit\u00e9 d\u2019agence conseil en solutions digitales<\/strong>. C\u2019est une nouvelle strat\u00e9gie de marque rassurante et innovante avec laquelle Klee Group ambitionne de s\u00e9duire les entreprises du secteur priv\u00e9.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"64134\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64136\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64164\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64138\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64140\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64148\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64142\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64144\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64160\" img_size=\"full\" alignment=\"center\"][vc_gallery type=\"flexslider_slide\" interval=\"3\" images=\"64154,64156\" img_size=\"full\"][vc_single_image image=\"64146\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64150\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64152\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"64158\" img_size=\"full\" alignment=\"center\"][vc_gallery type=\"flexslider_slide\" interval=\"3\" images=\"64166,64168,64170\" img_size=\"full\"][vc_single_image image=\"64172\" img_size=\"full\" alignment=\"center\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator][vc_column_text]\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\"1\/4\"][\/vc_column][vc_column width=\"3\/4\"][vc_tta_accordion style=\"flat\" shape=\"square\" color=\"white\" active_section=\"\" no_fill=\"true\" collapsible_all=\"true\"][vc_tta_section title=\"Plus d'informations\" tab_id=\"1525791213292-321ceee4-2378c5d0-d700\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n<h4>Contexte<\/h4>\n<p>En 2015, une entreprise sur deux n\u2019avait pas de strat\u00e9gie digitale. Aujourd\u2019hui, 60% des entreprises ont saut\u00e9 le pas selon le Barom\u00e8tre de la transformation digitale de CSC France. 35% d\u00e9ploient une strat\u00e9gie offensive.<br \/>\nLes concurrents les plus s\u00e9rieux de Klee Group ont pris de l\u2019avance sur leur communication digitale. Apparition d 'une nouvelle concurrence avec les nouveaux \u00e9cosyst\u00e8mes techno des grands cabinets de conseil ou bien de nouvelles organisations de conseil issues de l\u2019industrie qui se positionnent sur la Transformation Digitale.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n<h4>Objectifs<\/h4>\n<p>- D\u00e9finition d\u2019une strat\u00e9gie de marque<br \/>\n- Cr\u00e9ation d\u2019un logotype et de ses r\u00e8gles d\u2019utilisation pour le web et pour le print<br \/>\n- D\u00e9finition d\u2019un concept cr\u00e9atif et d'unecharte graphique<br \/>\n- R\u00e9alisation de mise en application sur une plaquette, un mod\u00e8le de PPT et Trois pages de site Internet<br \/>\n- Recommandation iconographique, choix de visuels, styles de pictogrammes<br \/>\n- Cr\u00e9ation d'illustrations<br \/>\n- D\u00e9finition d\u2019une signature d\u2019une charte \u00e9ditoriale qui d\u00e9termine le discours de la marque, son registre d\u2019expression et son ton de voix[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"<p>In 2017, Graph\u00e9ine worked with Klee Group to create a brand strategy and visual identity for its &#8220;Klee Digital&#8221; service.<\/p>\n","protected":false},"featured_media":64175,"comment_status":"open","ping_status":"closed","template":"","class_list":["post-64176","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-identite-en","portfolio-tags-service-en","portfolio-tags-technologies-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v25.0) - 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