OLD TEAM NEW TIM
Tim is one of the leaders of the wholesale electric and electrotechnical market. The 25th anniversary of the company became an opportunity to announce a revolutionary change: a dynamic, strategic entry into e-commerce with a central ordering system and a central warehouse. It is an absolutely pioneering – and first on such scale – offensive move in the sector.
To conduct a synthesis of the new brand value system by visualising it in the form of a new branding system. To develop a new brand image and identification system suitable for the new area of activity and the new corporate competencies. One that would make it stand out with its design among the previous obsolete models that dominate in the electrical wholesale category. At the same time, it was important to eliminate the objections of the clients related to the changes introduced, assure them about the professional character, security and most of all about the convenience of the solutions and the entire new model of the company operations. Make it credible that the new Tim is a great change for the better.
The new Tim logo and the new identification system referring entirely to the new model of company operations were based on a series of pictograms illustrating the user experience of an online store and an integrated logistics system. We maintained the yellow and black colours associated with the technical sector by developing a new typography inspired by movable rollers of belt conveyors in the warehouse and stencils used for labelling transport boxes. We complemented it with a shortened version of the logotype in the form of an imprint also used as an application sign. The entirety enabled to vastly strengthen Tim as an innovative brand that is no longer one of many wholesalers and has become an innovative commerce machinery based on integrated IT and logistic systems.