Problem:
KVH Industries' satellite TV and satellite communications antennas are well known in the Leisure marine and commercial maritime markets but are not as globally recognized as products in the military and government space. This presents a roadblock for our sales teams as the image of the product was not recognized as the rugged and reliable product that that it is and is required for acceptance in the Mil/Gov sector. Branding and supporting literature of the TracPhone V30, is mainly directed toward the leisure marine and commercial maritime markets. With a rapidly approaching opportunity to present the product to several key military customers time was short.
Solution:
Rebrand the antenna and key piece of literature to visually separate it from the leisure marine and commercial maritime markets.
What we did:
Myself and another designer on our team split off to work on creative. I researched branding of similar products in the military sector as well as military naval insignia and iconography. I discovered heavy use of both the anchor and the trident in naval insignia. After experimenting with a couple rounds of designs a clear winner resolved itself. The final logo achieved the following: 1) It clearly stated what the antenna was used for. 2) It prominently displayed the KVH logo for brand recognition. 3) The logo mark invoked both anchor and trident as well as the distinct shape of the dish antenna under the dome. Below are some examples of my work on the project and one of my designs which was chosen as the final branding.
Testimonial:
“I worked directly with Rob and his team to provide a custom logo for a large international military exercise. Rob’s responsiveness, vision, and practical communication style resulted in a logo and branding product that was very popular with our customers. The branding created a buzz and a line of customer inquiry that led directly to sales. Rob is a consummate professional and I would recommend his services to anyone looking to improve their marketing and branding effort.”
– Matt Vargas TACNAV Business Development/ Sales KVH Industries, Inc.
