In 2017 Legor Group presents its new institutional campaign dedicated to stars, wishes and new opportunities.
The decision to produce the first proper advertising campaign for the LEGOR brand comes from a new awareness: a very technical-informative communication confirms our authority, but it doesn’t help in strengthening the emphatic bond with our Clients. To tell our “why”, before our “how” or “what”. The principle that tells that 90% of buying behavior comes from the unconscious is still true for the B2B, because the professionals that make choices for their company are firstly men and women that define and express their preferences the same way as when they are buying for themselves.
We were needing a new hook with our public, an expression of a new language, less technical and more empathic, recognizable, memorable, capable of fascinating and then hit, even intangibly, the soul of our Clients. A new message and language that doesn’t substitute the actual technical and scientific ones, but which complementary bonds with them.
First, we identified our reference world and the promise we give to our Clients: “We start from what nature offers and challenge common perspectives to find out breakthrough solutions. We take part in transforming metals in order to boost their intrinsic, stellar qualities and let them shine again”
“Stellar” is an adjective that belongs to us: metals, daily bread at LEGOR, are born thanks to stellar nucleosynthesis; They, literally, come to us from the stars. LEGOR takes part into their transformation circle, intervening on their inside, with the production of alloys and master alloys, or on their surface, with electroplating processes. The stars are a consistent world with our DNA and a credible reference point, belonging to us.
But stars are also the place of dreams, of ambitions, of new goals… of positive thoughts and new opportunities. So, we choose them as our “magical object”, that helps us to express ourselves with a new language that brings together technics and emotions.
We defined 6 subjects, one for every service or product line. From the stars emerges the representation of how our products are used… and it’s no chance that LEGOR’s people are demonstrating it: we have put ourselves in the Client’s shoes, indicating that we are our first demanding Clients. The format is recognizable thanks to recurrent elements: the circle of metals, a fixed image on the top-right corner that recalls the transformation concept, together with a caption that always has a double value: of “science” and of “life”. And a division-colored stripe, which brings the logo into the picture.
In-depth thinking of LEGOR’s identity as a brand and on our promise created the necessity to revisit the logo and as such the coordinated image.
Without disrupting what has been consolidated during the last 10 years, the existing logo has been simplified, keeping only the most recognizable and identifiable part: the word “LEGOR”. With the goal of an immediate at-a-glance communication, all the fragile elements (the payoff and the “GROUP” word) have been put apart. This was based on three considerations
The BLUE color point has been darkened, to better convey authority and to homogenize the printed outputs.