Smartlink
Situation
Formation SD was charged with developing a name plus corporate brand identity for a Vietnamese-based telecommunications company that provided international long-distance telephone services at competitive prices.
Challenge
The company was committed to obtaining a positioning and visual system that says "high-end" and "value" at the same time. We needed to come up with a smart solution to strike a balance between these two contrasting attributes. Brand Advantage™ Stage 1 was selected as the brand development program for this project.
Brand Advantage™
As the telecommunications industry is a competitive marketplace, Formation SD had to decide how best to portray the company as the intelligent choice for reaching out to friends and family all over the world. We created the name "SmartLink" to accurately reflect this association. With the brand name established, we then developed the brand logo with an inter-linking 'S' effectively emphasizing the company's name.