Stworzyć nową identyfikację wizualną lombardu

Task: to create a new corporate identity for the Midas pawnshop, which should include:

• Logo;
• Slogan (provided by us);
• Color scheme;
• Mockup: business card, flyer (contract template), pen, mug, billboard, bus, trolleybus

Company name: pawnshop «Midas».

Company activity: pawn lending to individuals.

Description of product/service categories: Loan secured by gold (main), silverware, phones, and household appliances (non-main). Also, cars and real estate can be used as collateral.

Distribution channels and sales geography: Ukraine, Zaporizhzhia (exclusively). Midas pawnshop network – 24 branches.

Presence will be in the following channels:

• Internet advertising;
• Website;
• Outdoor advertising at sales locations (exterior and interior); 
• Transport advertising; 
• Billboards;  
• Booklets, flyers.

Target audience portrait: 

Gender composition: 65%- women, 35% - men

Age range: from 20 to 45.

Income: below average. 

Social status: worker, low-level employee. 

Frequency of use: Most of the target audience visits the pawnshop once or more times a month.

Core target audience: women aged 24-35. They have preschool and school-aged children. Income is unstable, low or «average minus». 74% of clients have a monthly income of up to 5000 UAH. (including, 54% of clients - up to 4000 UAH).

Marital status: either the husband does not have a stable income or they are divorced.

The need for borrowed money is related to meeting urgent needs for the safety and health of children and loved ones. 

Namely: 

• clothing, shoes;  
• medications, health improvement; 
• payment for school, kindergarten funds, purchase of school supplies;
• unexpected situations (repair work, equipment breakdown);
• fines, mandatory payments, legal or documentary issues.

Average check – 1500 UAH/month.

Accompanying audience – men who urgently need money before payday or for unforeseen expenses arising for family needs. Likely, the issue of acute need for money is raised by the wife. At the same time, she knows exactly what the money is needed for. And the husband chooses the source of borrowed money.

ESSENTIALLY: THE TARGET AUDIENCE IS MOSTLY WOMEN WHO ARE DECENT, RELIABLE, SINGLE, CARING FOR THEIR CHILDREN OR RELATIVES. THEY LIVE FROM PAYCHECK TO PAYCHECK. THEY HAVE PROBLEMS WITH CREDIT HISTORY, BUT THEY ARE READY TO TAKE A LOAN AT THE PAWNSHOP. THEY ARE ALREADY CLIENTS OF OTHER PAWNSHOPS. THEY ALSO VISIT ATB, EVA, SECOND HANDS, MARKETS. NOT INNOVATORS, AND «CARRY» EVERYTHING ON THEM.

Existing positioning: Confident 2-3 place in the city. Midas pawnshop has been on the market since 1999  year. 24 branches. We will not be the first.

Closest competitors:

• Capital:  https://lombard-capital.com.ua/
• Blago: https://blago.ua/
• Partner: http://lombard-partner.com.ua/
• Skarbnitsia: https://www.skarb.com.ua/
• Pershyi: https://lombard1.com.ua/ru/

Main competitive advantages of the company: 

1. 20-year brand history. The Midas pawnshop network was founded in 1999.
2. Stability. Pawnshop branches do not change addresses, do not «move».
3. Recognition. Five-time winners of the «Industry Leader» award. Honorary award «Enterprise of the Year», according to experts and consumers.
4. Convenient territorial placement in the city. 24 branches of the network are located in all districts of the city, in major transport hubs, at the intersection of pedestrian flows.
5. Cozy interior. The branches are bright and clean. The atmosphere of a banking institution.
6. Neat, friendly, qualified staff.

What elements should the logo consist of? 

• only original corporate writing (text representation).
• only graphic element (logo).
• from corporate writing and graphic element (logo+text).

What word or phrase will be used in the logo? pawnshop Midas, pawnshop Midas.

Should the logo be bilingual or trilingual? Ukrainian and English languages.

What should be depicted in the logo? Suggest your vision.

Is the logo being created for the first time or has it existed before and is currently being recreated (rebranding)? Rebranding.

Indicate if it is necessary to maintain continuity of the logo (the new logo recognizes features of the previous one). Continuity does not matter, we are looking for a new vision

Are there basic colors or preferred color schemes? Green now, but we are ready to consider a color scheme with your base color.

What should the logo be like? 

• Visually expressive on the sign, it should be visible from afar. It should clearly position the brand.
• Stand out among competitors who have branches «door to door» with us. Sometimes there are up to 10 pawnshops in one place.
• Recognizable, easy to read and memorable.
• Technically it will be either illuminated by LEDs or lamps from the inside. This needs to be taken into account.

What brand do you consider successful in this category of goods or services, and why?

Pershyi: https://lombard1.com.ua/ru/ Stands out among competitors; modern style; «fresh», «trendy», not pompous.

Are there any undesirable elements for use in the logo? No, we are ready to consider any interesting proposals

What image of the company should be conveyed through the corporate identity? 

1. Almost like a bank (status). Expressed in the exterior and interior of the branches, the appearance of employees, communications with clients, documentary design and transaction support. (folders, pens..).
2. Safety. Expressed in the exterior and interior of the branches, in photos on the website. The Midas branch as a «island of safety». Inside the branch is always clean, bright, warm. The branch is visible from afar. The exterior is recognizable, noticeable, understandable. 
3. Protection. Expressed in the advertising slogan, advertising texts. The advertising slogan should express the idea of the need for money, the purpose of which is to  protect your loved ones, children. For example:  «warm clothes – protection from the cold». «Medications – protection from illness».
4. Care. Expressed in the advertising slogan, advertising texts. Care is similar in meaning to protection. Care is proactive actions aimed at development, support, prevention of situations. Care has a noble character. For example, care means: to treat elderly parents; to buy a dress/suit for a child's graduation; to make urgent repairs; to buy books, textbooks; to buy a guitar, piano; to buy a bicycle or a subscription to a sports section, swimming pool.
5. Clarity. Expressed in the description of products, promotions, website design, texts of printed materials. Clients understand the essence and  conditions of pawn lending. Clarity reduces anxiety and neutralizes risks and stereotypical, negative opinions about pawnshops as institutions. 
6. Decency. Expressed in the visual and audio image, advertising content, high corporate culture of pawnshop employees. Means that the pawnshop operates exclusively within the legal framework, adheres to the terms of the contract. Decency is manifested in the culture of communication of employees, their appearance. The atmosphere in the branches. Pawnshop employees care about clients, notifying them in advance about payment deadlines, promotions. They communicate calmly and politely. They express themselves  clearly and accessibly. The impression of the pawnshop as a banking institution enhances its status in the eyes of the client. Indicates seriousness. Evokes trust.
7. «Our people», «for people like me». Expressed in advertising content, in photos and «stories» of female employees posted on the website. Here works my classmate/neighbour. She is attentive, decent, smart. Looks good. Has been working there for many years.  So she earns well. Means she values her job. Means the Midas pawnshop is a good pawnshop. Also, you can trust a familiar person. If anything – she will tell the «insider information». The employee is a woman like me. With similar cares, interests. A resident of Zaporizhzhia. She is a mother, a housewife. Loves animals. Positive outlook on life. Healthy lifestyle.
8. Confidence. Expressed in advertising content, slogans, in the overall impression. The branches have a decent, solid appearance. Employees are neat, competent, calm. There is no negativity or scandals in the information space.
9. Transparency. Expressed in the description of the product, and literally, in the design of the interiors of the branches. Accessible presentation of lending conditions. Discussing risks and benefits. The ability to ask questions via hotline/website. Transparency – in the literal sense, transparent glass in the branches, behind which employees can be seen.
10. Stability. Expressed in advertising content, texts. The Midas pawnshop has been operating for many years. The branches are located at the same addresses.

ESSENTIALLY: WE ARE PRACTICALLY A BANK, RELIABLE, UNDERSTANDABLE, CONFIDENTIAL. YOU COME TO US, AND WE HELP YOU SOLVE YOUR PROBLEM. WE HAVE BEEN AROUND FOR 20 YEARS AND CONTINUE TO OPERATE. WE ARE NOT EXPERIMENTERS, BUT CONSERVATIVES. WE DO NOT ABANDON OUR «OWN».

What media should the corporate identity be developed for?

• Outdoor design of the entrance group, sign.
• Billboards.
• Transport advertising (buses, trolleybuses).
• Website.
• Social networks.
• Printed materials.

In what format do you want to receive the source material? Format prepared for the designer's work. Curves, jpeg.

Company website where you can find the existing logo, corporate identity - http://midas.ua/

The winner of the competition may continue working at the stage of implementing the rebranding.