SEG
SEG – Rationale
SEG (‘Software Engineering Group’) is a company specializing in efficient workflow solutions. Their products allow the administration of varied projects and multiple business functionalities to occur in almost any setting (by means of compatible mobile devices). Double U media was required to design a corporate identity for SEG, utilizing graphic elements in such a way as to clearly represent their core company values. The project involved highly analytical layout, extremely detailed design and the development of unusually powerful imagery.
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LOGO: The SEG logo comprises a globe, around which several strings of binary code run, and a typographic representation of ‘SEG’. The globe is intended to represent the fact that SEG allows business-people to work from any place within the boundaries of the earth (Africa is rather prominent, as mobile workflow solutions are especially advantageous within rural Africa) by means of their integrated systems, while the binary code running around the earth is a visual symbol technology, knowledge and, above all, communication. Certain financial symbols are present within the strings of code, representing the fact that, while SEG utilizes principles established with the origination of technology, they are distinguished by their development of these principles to simplify financial operations worldwide. The logo is well-balanced and presents strong visual stability, providing the viewer with a sense of trust in previously unacknowledged technological solutions. The colours of the logo (and of SEG’s entire corporate identity) were chosen to strengthen the technological advantages of SEG’s systems, and to detract somewhat from their (previously) more financial background. The selected also seemed to be the most visually pleasing representations available, in terms of both SEG’s principles and logical graphic design.
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BUSINESS CARD: The SEG business card is structured so as to highlight the strong graphic elements of the logo and relevant details and to bring forward certain key company characteristics. The binary code used in the logo is repeated in the ‘background’ of the business card in order to strengthen the ideals it represents. The other graphics are designed to represent a technological ‘explosion' occurring on a virtual horizon. The explosion communicates the rapid innovation and strength of the company, while the horizon indicates that this occurrence signifies the achievement of advanced technological goals.
LETTERHEAD: The SEG letterhead carries through the graphics used on the business card, strengthening the unity of the company’s corporate identity.
WEBSITE: The SEG website was developed to portray all of the elements (both metaphorically and graphically) used in their print advertising and to display a workable, understandable content structure, giving online users an accurate first impression of the company.
One of the key aspects of the website is an interactive flash banner which incorporates the afore-mentioned background graphic (using advanced animation to better convey the ideals portrayed in said background). The banner allows the user to navigate by means of dynamic tabs, communicating the general ‘feel’ of ‘technology’. Another key aspect was the development process – the website is fully dynamic to both users and administrators.
BANNERS: These banners carry the corporate identity of SEG through to large media, an essential advertising element. Unity is preserved between all three banners by means of the binary code running through them (the code ‘joins up’ through all three banners). In terms of visual communication, the banners focus on unity, subtle variety (within the images), rhythm and strong focal balance. The clarity and accurately constructed forms within the banners allow the viewer to focus on each one’s message.
BANNER 1: The ‘workflow’ banner illustrates the ease of interaction, integration and business processes provided by SEG. The icons within the image on this banner represent business workflow (the stylised graphs), workable file systems (the folder and diagrams) and the attainment of goals (the checklists). In their entirety, these symbols are used to illustrate the quality of workflow provided by SEG.
BANNER 2: The graphic elements involved in the ‘Mobile Operations’ banner projects the incredible efficacy of the mobile operations provided by SEG. The man is using an enlarged PDA as a desk, on which various images are appearing. This symbolizes the fact that management entities within a business have access to a complete ‘mobile office’ when making use of SEG systems, and that they can track, administer and involve themselves in every process of a business operation (for example a delivery) from any location.
BANNER 3: The ‘Loan Administration’ banner presents one of the core advantages of an SEG system – the ability to discuss, approve and administer loans from anywhere in the world. The images used are fairly prosaic – they illustrate the fact that a man living and working in rural Africa has just acquired a home loan and bought an exceptionally well-constructed house at his current location by means of an application procedure carried out via a bank consultant’s cell phone.
PPT: A PowerPoint presentation template was also designed for through their newly developed corporate identity when presenting aspects of SEG systems to new or current clients. This is a distinctly necessary element of corporate branding, giving the company the opportunity to be recognized as forerunners in their field.
