ABM INTELLIGENCE RE-BRAND

IDENTITY DESIGN
BRIEF

After a merger with law enforcement software business Altia Solutions, ABM Intelligence needed an eye-catching new identity that would position them as a key part of the group. ABM Intelligence — an expert-led global provider of Intelligence and Investigation management software — wanted a clean break from the past, a new start with a contemporary yet professional brand that would be a welcome fit in the Altia family.

SOLUTION

The loft explored a myriad of different ways to best communicate the key messages with utmost clarity. The messages were around covert intelligence, safety and security, technology, creating easier solutions for users of the software and systems. Choosing the brand colour was simple — we asked ABM’s employees who, to a (wo)man, wanted blue, so blue it was.

The more challenging step, however, was to design a brand that reflected the group’s identity which depicts small parts of data forming whole objects to symbolise the transition of data from something chaotic and disorganised into something tangible and usable.

RESULT

ABM Software became ABM Intelligence in a fresh, professional start for the company, and they loved it. Focusing on the strong blue chosen by employees, we incorporated the colourful data-style pattern from Altia to create a memorable, quality identity that set ABM Intelligence apart while still remaining close to the popular Altia style.

“The loft helped us to create a new brand after our merger in 2016. They went to great lengths to talk to everybody in the company, they were always responsive to changes and both the identity and cultural aspects of the new brand have been a great help to us in re-positioning the organisation and getting our messages across. We very much enjoyed working with them, highly recommended.”

Paul Hardman, Business Relationship Manager of ABM Intelligence