TANE logo redesign, Tane Digital Video old logo, new logo development, rebranding process, LET'S PANDA

TANE:
THE PROCESS

The goal of this project was to fully rebrand Tane Digital Video, a creative digital video studio located in New York.

The scope of the project included not only redesigning the logo, but also developing a new brand identity package and creating a cohesive and unified brand identity system that could be applied across various platforms – print, online and non-traditional.

A mood board prepared for TANE during the research stage. © LET’S PANDA
Four logo design directions shown to the client; TANE rebrand. © LET’S PANDA

During the first conference calls, we all agreed that, visually, it would be better to eliminate the “Digital Video” portion of the name and instead focus on just “TANE.” This modification marked a new stage for the company: they had been in business since 2002, and they no longer needed to explain what their name stood for.

 

Research has shown that the “play button" approach is overused, so we had to come up with some fresh visual ideas. Film frames, clappers and camera interfaces (e.g., video progress bar, full-screen/focus iconography) inspired us and helped us to explore various shapes and prepare infinite sketches. We continued working on the most promising concepts in digital and then presented our top four logo ideas to the client.

The client replied that three logo directions had potential.
We showed the possible brand identity development for each one.

A result of productive brainstorm sessions: numerous sketches for TANE. © LET’S PANDA
Brand identity system concepts for TANE. © LET’S PANDA

After all that, the winning logo was chosen.

The winning logo concept; TANE rebranding project. © LET’S PANDA

However, we were not quite finished with the brand identity system. Three new approaches were prepared and presented: a clean and ultra-minimalist version, a copy-driven model, and a “filmstrip” design.

 

Ultra-minimalist stationery direction for TANE. © LET’S PANDA
Copy-driven stationery visual concept for TANE © LET’S PANDA
Finalized brand identity platform for TANE © LET’S PANDA
Filmstrip stationery design approach for TANE © LET’S PANDA

The client decided to proceed with the first brand identity direction. The only request was to somehow change the “dull” black background and add more liveliness and/or colour to the identity.
So, we suggested combining a minimalist layout with bright photo elements. Instead of purchasing stock photos, we came up with the idea of using TANE’s very own video materials for all the still shots. For example, the reverse side of each employee's business card features unique “frozen film frames” of their choosing.


Finally, we prepared a detailed brand guide. The final document describes the use of the logo in various media, demonstrates different layouts and possible logo display options, clarifies the smallest possible logo size, defines brand colours, points out the potential mistakes one should avoid making and lists the official typefaces and additional fonts, along with other useful branding guidance.

A mood board prepared for TANE during the research stage. © LET’S PANDA
Four logo design directions shown to the client; TANE rebrand. © LET’S PANDA
Brand identity system concepts for TANE. © LET’S PANDA
A result of productive brainstorm sessions: numerous sketches for TANE. © LET’S PANDA
The winning logo concept; TANE rebranding project. © LET’S PANDA
Ultra-minimalist stationery direction for TANE. © LET’S PANDA
Copy-driven stationery visual concept for TANE © LET’S PANDA
Filmstrip stationery design approach for TANE © LET’S PANDA
Finalized brand identity platform for TANE © LET’S PANDA
A mood board prepared for TANE during the research stage. © LET’S PANDA
Four logo design directions shown to the client; TANE rebrand. © LET’S PANDA
A result of productive brainstorm sessions: numerous sketches for TANE. © LET’S PANDA
Brand identity system concepts for TANE. © LET’S PANDA
The winning logo concept; TANE rebranding project. © LET’S PANDA
Ultra-minimalist stationery direction for TANE. © LET’S PANDA
Copy-driven stationery visual concept for TANE © LET’S PANDA
Filmstrip stationery design approach for TANE © LET’S PANDA
Finalized brand identity platform for TANE © LET’S PANDA
A mood board prepared for TANE during the research stage. © LET’S PANDA
A result of productive brainstorm sessions: numerous sketches for TANE. © LET’S PANDA
Four logo design directions shown to the client; TANE rebrand. © LET’S PANDA
Brand identity system concepts for TANE. © LET’S PANDA
The winning logo concept; TANE rebranding project. © LET’S PANDA
Ultra-minimalist stationery direction for TANE. © LET’S PANDA
Copy-driven stationery visual concept for TANE © LET’S PANDA
Filmstrip stationery design approach for TANE © LET’S PANDA
Finalized brand identity platform for TANE © LET’S PANDA