Velocity Branding

Project Description

Manitoba Education, Research and Learning Information Networks (MERLIN) was established in 1995 as a special operating agency with the Department of Education and Youth. It was formed as a facilitating body to coordinate the delivery of technology services to the education community across Manitoba.

Following a five-year Effectiveness Evaluation, MERLIN revisited its goals and objectives and re-focused its efforts to be more pro-active and responsive to the needs of the education community. Included with this mission was a re-brand. After being disappointed by a number of companies who tried to create a meaningful brand for MERLIN they approached Velocity.

Our immediate goal for this brand was to give MERLIN a fresh and upbeat look and feel to propel them to the next level. This required a level of understanding of their industry and services to accurately portray them graphically. We felt that this was where the previous companies failed and it was paramount in our minds not to make the same mistakes.

We were to re-design their logo, signage, stationery, standards guide and their notepads. The first phase was to address the logo. MERLIN provides various IT solutions to educators in Manitoba so the concept behind the draws attention to the links that MERLIN has with their education partners, while at the same time, communicating the importance that technology, collaboration, integrity and innovation are to MERLIN’s success.

MERLIN is a collaborative organization, and this aspect is shown through the links, which emphasize MERLIN’s focus on teamwork. This concept and the ‘link’ graphic was taken and applied across the brand. Since creating the foundation tools MERLIN have asked us to create their annual report, trade booth and collateral for the Partner Programs.

The new brand has had a massive impact of the culture and moral of the company and it’s staff. It has bought a level professionalism to the company – people relate to the logo, people are attracted to it professionally. It has put the agency up among the elite. New vendors are now more curious at what MERLIN can offer. It has given the company a well-needed face-lift.