Why the Rebranding?
The previous CPIC logo bore an uncanny resemblance to the well-known React logo and was even reminiscent of the ‘CPIK’ library, causing confusion and copyright concerns. Moreover, the former logo failed to align with CPIC’s growing corporate identity, as it depicted an atom without clear associations with data.
CPIC’s evolution also involved the incorporation of artificial intelligence into their platform. To reflect these changes, they sought a new visual identity that would resonate with their clients and colleagues.
The New Logo: A Symbol of Expertise and Data-Driven Innovation
The logo design for CPIC reflects its role as “the brain of BMW.” The goal was to communicate its capacity to assist product managers in making data-based decisions and provide market intelligence. In pursuit of uniqueness and alignment with BMW, the logo was ingeniously crafted, incorporating elements from the BMW logo and the BMW Data Lake. The color palette was meticulously chosen, featuring the signature BMW blue and white, and adding a distinctive dark blue hue for added memorability. The typography used in the logo aligns with BMW’s established font, fostering familiarity among BMW employees and facilitating brand recognition.
The 3D Animation: A Journey through Time and Data
In addition to the new logo, we created a captivating 3D animation, meticulously tailored to CPIC’s needs. This animation serves as an impressive introduction at events and promotional activities, effectively communicating the importance of CPIC’s role.
To keep viewers engaged throughout the 1-minute and 30-second duration, we employed several effective techniques:
• Segmentation: By dividing the animation into three parts, each lasting 30 seconds, we ensured viewer engagement and prevented boredom.
Each segment featured unique music themes and color palettes, ensuring diversity and maintaining viewer interest. The segmentation strategy was inspired by the success of TikTok’s shorter videos, catering to shorter attention spans.
• Narrative Techniques: We incorporated storytelling, problem-solution representation, and even time travel elements to encourage viewer interaction and engagement.
• Detail-Oriented Approach: Detailed design and execution allowed viewers to connect with the animation at a deeper level and engage with their unconscious minds.
The use of the iconic BMW 507 and the distinctive color of the BMW i7 in the animation helps bridge generational gaps and sparks recognition.
The professional 2D logo animation at the end aids in logo retention, ensuring that the viewer remembers the CPIC brand. The multifaceted approach ensures that the animation effectively communicates CPIC’s unique value proposition and its significance within the BMW ecosystem.