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Verity is a leading software company providing critical search functions that power the portals of corporations and businesses throughout the world. Yet their brand awareness was limited at best. Although Verity provided leading search technology to major corporations across the U.S. and abroad for the Web, its brand image and presence was not strong in the competitive portal development landscape. The image they projected was misleading and had a dated design association with the 1980s. The company image also did not convey the powerful story of the values that empower their customers — a stellar client list representing over 60% of the top Fortune Companies.
Evolving the Brand
Verity moved to change all this by revisiting their brand with a brand study by Cleary & Partners and a retooling of the Verity visual brand by RadiantBrands (previously BGDi). Cleary completely reevaluated their brand positioning, looking at the competitive landscape and strengths of the company, and RadiantBrands captured the powerful vision of the company as a business portal management leader. What does this mean in terms of a visual positioning of Verity? How could a sense of technology savvy, inter- and intranet portal expertise, stability and success be molded into a clear visual brand identity?
Creating a New Look
In developing this new identity we moved away completely from any reference to the look of the past. It was important to portray what the company was becoming and where they wanted to go in relation to their client base. Verity's brand essence reflected their leading technology and powerful, reliable products driven by a stable and dedicated organization — not a recent IPO struggling to gain market share and generate revenue. Verity was well established — and needed to drive home this leadership position in its brand identity, marketing and advertising.
A Doorway to Accessing Information
The mark and type treatment we evolved came from playing off the portal image with a unique graphic representation of a doorway. In combination with the black and red colors and a strong serif type font, this gave Verity an identity that reflected its aspirational focus and its real brand strengths as a business portal technology provider.
Building a Branding Campaign
RadiantBrands was also engaged to develop a leadership ad campaign focused on Verity's outstanding experience in the portal technology market. The competitors, no matter what their strengths were, could not claim the stellar client list that Verity boasted. This gave Verity a unique and powerful differentiating point. The ad campaign clearly emphasized who the leader already was, giving them a brand position in the market that no competitor could match.
— Steven Donaldson, President, RadiantBrands
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