Case Study: Developing a Brand Identity for a Marketing Agency – A Symbol Worth a Thousand Words

Like Retail Marketing works with retail chains: it helps build loyalty systems, analyzes customer behavior, and offers tools to increase sales. However, the industry's brand identity is typically predictable: strict fonts, neutral colors, a generic corporate language. In such an environment, a company with a strong methodology and analytical approach risks getting lost. The task was clearly defined: to create a brand identity that is visually different from competitors while simultaneously conveying the essence of the product – working with data, prioritization, and measurable results.

The analysis showed that most players are visually indistinguishable. None use the metaphor of their own toolkit in their symbol. Moreover, when clients of such agencies make partnership decisions, they look not only at case studies but also at how well the company itself manages meanings. The brand's visual language becomes an indirect argument for quality.

The conclusion that determined the direction of the work: the symbol should not be abstract but functional. It should literally show what the company does.

In the word "Like," the letter 'e' is shaped like a circle with an open sector. We embedded a fragment of a pie chart right into it. The symbol and the typography merged into a single whole. The logo gained both an independent symbol and a concise typographic version without losing integrity.

This solution provided an additional effect: the segment proportions can be varied. The brand received a built-in tool for visual argumentation.

The agency shows the presentation during negotiations with retail chains. Social media received three visual solutions. All three immediately read as one company.