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ADR Centre
The ADR Centre (Alternative Dispute Resolution Centre) is the provider of commercial dispute resolution services. It's home to the Building Disputes Tribunal, Family Dispute Resolution Centre, New Zealand Dispute Resolution Centre, Independent Complaint and Review Authority, and the New Zealand International Arbitration Centre.
Although there was significant recognition and awareness of the name, CMP had no 'brand' as such, just the logo which had not been updated since they were founded 30 areas ago. The diamonds and the green colour was dated and did not reflect the modern and successful company they had become.
CMP’s directors were open to considering both a re-brand and a refresh for the logo, and both directions were explored.
To avoid losing the equity and recognition associated with the old brand, the decision was made to refresh the brand but retain the diamonds. We updated the logo, providing a streamlined colour palette, adjusting the typography and balance between the symbol and initials to reflect a confident, mature, yet current business. We then developed a brand ‘look and feel’ around the logo, applying it across CMP’s wide range of touchpoints.
Branding The ADR Centre involved reverse engineering. Each of the registries were well-known individually, but needed modernising and shaping into a family of brands. We then had to create an umbrella brand to sit over them all.
The concept we proposed was to use a triangle to act as solid foundation. This would be made of trapezoid shapes, so that we could use this element to create logos for the other 5 brands in the family – sounds complex, but as you can see the result is simple. Colours and shading were used to differentiate each brand.
Application of the brand(s) was extensive, with each registry having it's own website, promotional brochures and marketing. For the ADR Centre itself, we produced all the signage, designed the reception area and meeting room windows using the tessellating pattern.