Brand Introduction
Tandem is an IT Distributor focused on tech distribution for small and midsize businesses. When large distributors ignore the needs of small businesses, Tandem steps up and offers a fair deal.
Project Goals
Tandem wants to reach out to those small businesses that get pushed around by large distributors. Small businesses are never a priority for large distributors, they're often ignored for long periods while these distributors deal with their larger clients. Since small business is Tadem's focus, they offer faster communication and fair deals on smaller product orders.
For this project, branding, advertising and signage will be created to appeal to small and midsize businesses. The focus of these assets will be on letting these businesses know how they can get fair prices, and better communication by using Tandem as their distributing partner.
For this project, branding, advertising and signage will be created to appeal to small and midsize businesses. The focus of these assets will be on letting these businesses know how they can get fair prices, and better communication by using Tandem as their distributing partner.
Social Media Ads
Design Intentions
The idea for Tandem started when I learned how common it was for SMBs to have unsatisfactory relationships with their IT distributors. Large distributors like Ingram Micro and Tech Data offer a wide variety of products and services, but, due to their position as some of the largest distributors in North America, they often prioritize their largest clients when filling orders or providing customer support.
For example, one of Ingram Micro’s largest clients is Bell Canada. When Bell places a product order, they can easily contact the Bell team at Ingram Micro. The team is there to provide customer support and to ensure that Bell’s orders are completed quickly and without complications.
While clients like Bell get special attention because of the amount of business they do with Ingram Micro, SMBs using Ingram Micro as a distributor often have to deal with long wait times for customer support and worse deals on orders due to the smaller size.
With this in mind, I thought there was an avenue to appeal to these SMBs that have had trouble using a large distributor. A distributor with a brand identity focused on trust and fairness could be successful at appealing to the target market of SMBs.
With this in mind, I thought there was an avenue to appeal to these SMBs that have had trouble using a large distributor. A distributor with a brand identity focused on trust and fairness could be successful at appealing to the target market of SMBs.
The name “Tandem” was chosen to align with this identity. To Tandem, the relationship between the distributor and the business should be equal. They work together so that both the distributor and the business benefit.
Style Sheet
Logo Intentions
The Tandem logo consists of logotype and a logo mark. The logotype uses an italicized, sans-serif typeface named Owners. The typeface is simple and does not possess high contrast in its strokes, allowing it to be read comfortably in many sizes. The purpose of the typeface is to convey the feeling of a professional tech-based company, with its sans serif styling and low contrast letters while appearing less sterile than tech companies often do. Even though distribution is business to business, it is important to appeal to the human side of these interactions, especially because Tandem is positioning itself as a trustworthy distribution partner.
Tandem’s logo mark consists of two conjoined hexagons, one full hexagon in the back, and the other, comprised of stripes to create the shape, in the front. The mark conveys the equal relationship that Tandem wants to have with businesses. The shapes are comprised of different elements but come together to create a new figure, showing how both Tandem and the businesses that choose them as their distributor benefit from the relationship. Hexagons were chosen as simple shapes are often used in tech branding, but they were given soft corners to seem less sterile and intimidating.
Tandem’s logo mark consists of two conjoined hexagons, one full hexagon in the back, and the other, comprised of stripes to create the shape, in the front. The mark conveys the equal relationship that Tandem wants to have with businesses. The shapes are comprised of different elements but come together to create a new figure, showing how both Tandem and the businesses that choose them as their distributor benefit from the relationship. Hexagons were chosen as simple shapes are often used in tech branding, but they were given soft corners to seem less sterile and intimidating.
Unused Logo Ideas
