An identity evolution for a technology revolution
A spin-off from 3M, Imation was born of the promise that technology could be paired with images and imagination. At the time of its creation, Imation products included medical imaging, print proofing and data storage. The company now solely its efforts solely on removable data storage and the management of an array of data storage brands.
After comparing the original Imation visual brand to competitive product brands, it was quickly determined that the brand lacked the visual strength necessary for easy recognition in retail environments. Tilka Design’s work established brand color, modern typography, simplification of design elements and a distinctive shape that defined what together have become the global Imation brand. Today the Imation brand continues to gain equity in today’s marketplace and serves both as a consumer product brand and a corporate brand.
The Imation brand development process included research, executive presentations, visual identity, guidelines, brand launch plans and materials, and collaboration with internal and external designers, advertising and packaging partners. Development of brand character and its application included a business system, sales materials that employed a library of photography, business application templates, packaging, print materials, website consulting and signage.
As a publicly traded, global company, Imation’s business activities continue to evolve (much like the speed of the technology it develops and markets) but the identity system has remained constant and continues to serve and engage its consitiuents in a dynamic global business environment.
“With Tilka Design’s leadership, we rapidly built a consensus around the brand architecture and gained step-by-step acceptance for a new visual system. This brought forth the maximum amount of brand equity while solving the problems of inconsistency and visual strength.” — Rich Stoebe, Former Director of Brand Management, Imation