The Challenge
1. Create global consistency in how the brand appears in all applications across all regions, while allowing flexibility for cultural nuances.
2. Deepen the awareness of — and the connection between — Mosaic and its brands. Mosaic is a well known and highly respected name in agribusiness. It owns many industry-leading brands with a loyal following. Research showed little awareness of the connection between Mosaic and these brands.
3. Reduce the proliferation of internal brands and identities by empowering internal teams to help build and strengthen the Mosaic brand.
The Solution
Using an inclusive, research-driven process, we evolved the brand strategy, created a formal key message platform and developed a visual identity system designed to ensure consistency while allowing flexibility for global adaptation.
Graphic Patterns
A system of graphic patterns was developed to add depth and an added dimension to Mosaic’s storytelling.
Photography
Capturing the essence of Mosaic through photography is an important element of Mosaic’s brand identity. Portraying people collaborating, working and volunteering, highlights Mosaic’s authentic, human connection with its audiences.
The Mosaic Logo Tab
Designed to aid in building brand consistency worldwide, the Mosaic logo tab is used in the upper left corner, in the same location on all communications.
The final design system provides both the structure and flexibility needed to build an even stronger, more consistent global brand.
Templates and comprehensive brand guidelines enable internal and external brand consistency across all communications.
Motion Graphics, Animation and Digital Media
Consistent adaptation to all digital media is a key part of the brand identity — from video and motion graphics to animation.
Logo Animation
The animated logo expresses The Mosaic Company’s vision, “We help the world grow the food it needs,” in a concise and dynamic way.
Creating a more consistent and visible connection between Mosaic and its brands, clarifies and defines the relationship.
Mosaic is connected with its signature brands in one of two ways to ensure stakeholders understand the connection.
Promotional merchandise and swag also use the Mosaic brand identity in new ways.
