Deka

About Me

Rizal Renaldi is professional design & creative consultant with more than 12 years experiences. Prior to being independent consultant, I've worked in local and multinational advertising agencies in Jakarta, Indonesia. Handled many clients in wide ranging industries such as tobacco, banking, FMCG, automotive and logistic.

Currently reside in Jakarta, Indonesia and available for consultation in brand identity development, creative and digital works.

Contact me at rizal(at)rizalrenaldi.com

Deka
Case Study

Deka

Rejuvenating & transforming the business through new visual identity.

CLIENT

Deka

TYPE

Corporate, Rebranding

YEAR

2019

Background

01

Deka Research is the leading independent consumer-based insight agency that provide actionable insights with in-depth knowledge and understanding the Indonesian market and cultural psyche. Established in 1995, with years of experiences handled multiple clients in wide various business categories, Deka has become the fourth largest market research company in Indonesia.

The new identity accommodate future challenges and to stay relevant in the business. Deka Research's business strategy is to expand the service further from a research only service by extends the business into three main sub-business units: DKstratt, Deka Insight, and Dig-Up, each focus and serve different area of expertise.

Strategy

02

The general visual strategy for three Deka's companies identity has been part of strategy from the beginning: to utilized type-based logo. This way, the company name is always clear everywhere. This decision is also based on the fact that as a servicing company, the logo is rarely displayed or publicized, but more recognized from the spoken name through the word of mouth.

Concept

03

The new identity is laid on the ground concept of "Three-in-One" which refer to its three sub-companies served as one integrated service for all of their clients.

The lowercase "d" is set to be the key element that shared visual relationship across three sub-company's identity. When it extended, it can be rotated to create whole new letter variants, in this case it becomes four letters: "d", "b", "p" and "q" that can be applied to Deka's existing or new sub-company in the future. The letters are decided to use all small caps to make it easier to read and to give it feeling of down to earth.

Deka

Insight Symbol

04

Specifically for Deka Insight, a human symbol is added to emphasize the word "insight" as Deka Insight's main service and offer.

This human symbol is taken from the meaning of the word insight itself, which is about a deep understanding of a person, visually merge into the letter "g".

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