Who do ‘Enganche’ want to be?

Out of the available choices the one that stood out to me the most was the ‘Enganche Venture Capital Group’. After some initial research I learnt of the origin of the term Enganche and it is another name for a playmaker. So these businessmen are playmakers in the industry, which shows them as result-driven personalities. Therefore the branding has to suitable match their goals as a corporation.

They are described as a ‘riskier bank for the already wealthy’ but they do not describe themselves as aristocratic, so there is not a defined stereotype attached to them. Another key point of there description is that they are looking to branch out through sponsorship of major arts and architecture prizes. So they are a fairly modern style of company. Despite being business-orientated the branding needs to match their ambitions of branding out into the more creative industries.

The majority of Venture Capital Groups are conglomerate giants in the industry and their design is slick and presentable.

Angel Capital Ventures

Foundation Venture Capital Group

What should their corporate package look like?

What should a companies corporate identity look like? A blogging website PrintRunner produced an article that looks at 50 Inspiring Examples of Corporate Identity and Branding (http://blog.printrunner.com/2012/09/50-inspiring-examples-of-corporate-identity-and-branding/)

No one company uses a specific colour palette however the amount of colours are kept minimal. The majority of companies use similar types of packages that include business cards, letterheads and stationary. I would like to explore a Corporate Identity Package that would focus on the future of the company moreso than the present. This would include high profile presentations made at sponsorship events for art and architecture prizes. As well as extensive portfolios of design which would include a unique approach to their branding style. In order to match their intent of sponsoring the arts, their package should reflect the influence they could have in the arts sector as a venture capital group.

As a French term, there needs to be significant sophistication in the design of Enganche as well as being modern in design as it does not have a traditional brand identity.

Sales Desk Polen

I was very interested in the logo design of Sales Desk Polen with the use of vector images as well as the logo being suitable for use on both a white and coloured background. The bold red-white contrast provides for an impacting brand identity. It also provides for freedom of placement, whereby the company can put their logo on almost any kind of corporate packaging because of the simplistic viability of the design.

The majority of corporate packages are clean and functional. Naldz Graphics (http://naldzgraphics.net/design-2/11-reasons-why-white-spaces-are-good-in-graphic-design/) listed 11 reasons why white spaces are good in graphic design. The most notable I picked out were:

• It signifies space for more creativity.
• White Spaces Attracts the Eyes.
• Used to Create a Balanced and Harmonious Layout.
• Creates Professional, Sophisticated and Elegant Designs.

Given these points I will be likely to incorporate the use of white space in my designs in order to support the points above.

The main area I will focus on when designing my ideas is branching out to unique products to extend the branding. The Enganche Group are described as mysterious, therefore a mysterious approach is required to tackle their corporate branding.