• Transform magazine
  • August 22, 2017

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Drone experts take flight with refreshed identity

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It was estimated at this year’s International Drone Expo, held in Shanghai earlier this month, that the projected value of the global drone industry will reach $90 billion by the year 2025. Currently, there are over 20,000 drones registered for commercial use, and in the last two years, drone sales have spiked by more than 60% globally. Yet despite the technology’s impending foray into the business foreground, the two largest industries making use of drone technology today remain photography and property. Working to broaden the playing field, drone specialists, Consortiq, unveil a new cross-platform visual identity.

With an entrepreneurial outlook at its core, Consortiq’s strapline of ‘We innovate. You achieve,’ highlights the collaborative nature of the organisation. Consulting with clients over a range of topics, from drone licencing to drone training, Consortiq’s brand purpose spurns the pursuit of linear categorisation. With its brand identity needing to toe a similar line, creative design agency, Salad, were tasked with developing an updated portfolio that was diverse and contemporary.

Implementing several visual overhauls, Consortiq’s updated website includes an integrated selection of drone shots depicting the diverse capacity of drone photography. With a dominant grey and yellow colour scheme, the website features an interactive sidebar equipped with in-depth wayfinding that allows users to navigate between products, services, information, and media resources. An updated primary logo adopts a viewfinder aesthetic with a bracketed design that frames the typography. Using a font style known as Pressua Mono, Salad reinvigorated Consortiq’s digital offering through providing online collateral that gave the brand a technical feel.

Ben Keene, director of operations at Consortiq, says, “Everyone in our team has fallen in love with the identity but for me, the greater response (and a more valuable measurement of our success) was the number of people who want to talk to us that wouldn’t normally. At the AUVSI Xponential conference in Dallas, there was a point when all of our team were busy and the three people waiting for a chance to talk to us were from Nasa, Google and Amazon Prime Air. That’s the real win.”

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