DURABOOK

From R&D, OEM to OBM, DURABOOK’s road to branding

DURABOOK is an application-specific personal computer brand established by Twinhead International Corp. focused on producing military- and industrial-standard rigid laptops and tablets for extreme or specific circumstances including military policing, industrial manufacturing, medical treatment and the creation of public works. In the past, the DURABOOK brand was heavily associated only with the military in the mind of consumers due to its success in the field. With the goal to raise the brand awareness of DURABOOK in various areas other than military, DURABOOK reached out to Geber for support to develop a new brand identity while keeping the original brand values and attributes.

New slogan. New design. Enhanced brand.

DURABOOK requested Geber to create a font style that can better represent its new slogan while keeping the original logo design. We came up with a font that looks durable, professional, and innovative, different from the previous military style. The font enhances brand recognition when combined with the logo, but also expresses strength and durability on its own.

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After

Maintain the advantages of products. Explorethe possibilities in branding

We created 5 secondary brand colors in addition to DURABOOK’s existing colors in order to provide the flexibility to accommodate the company’s product line expansion and shift in market positioning in the future, offering more solutions to its customers. Aside from the existing black and blue which represents durability and professionalism, the secondary colors symbolize the variations in industry application. Furthermore, we created brand visual elements using the letter “D”, as in DURABOOK and durability, to vitalize the brand image and enhance recognition at the exhibition, tradeshows, and through the marketing materials. By establishing the corporate identity system (CIS), DURABOOK is able to breakthrough from the stereotypical rigid computer manufacturer with an optimized brand identity that can strengthen the brand, enhance brand recognition, and flexibility for extended usages.