Deka Brand Identity Development — Rejuvenating the business through new visual identity.
Deka Research is the leading independent consumer-based insight 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 Deka Research's business strategy to expand the service further from a research only service and extends the business into three main sub-business units: DKstratt, Deka Insight, and Dig-Up, each focus and serve different scope of work. This 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. As a fast growing company, this new identity prepares Deka to face the future challenges and to stay relevant in the business.
The general visual strategy for three Deka's companies identity has been clear from the beginning: to utilized type-based logo as a way to easily recognize the company name when it applied anywhere. This decision is also based on the fact that as a servicing company that act as a support for their client's business, the logo is rarely displayed or publicized, but more recognized from the name itself through the word of mouth.
The main challenge is to translate the concept of "Three-in-One" into logo in a way that is not too obvious or too literal. The number 1 is deliberately took from "10" which is the meaning of the word Deka itself and being injected to the logo as negative space element.
The lowercase "d" is set to become a 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 letter "d", "b", "p" and "q" that can be applied to Deka's existing or new sub-company in the future. The letters are also decided to use all small caps letter to make it more down to earth and easier to read.