B2.Science

EPIC Selects B2Science for Consultancy and Re-Branding

By following a structured roadmap developed and deployed by B2Science, EPIC aimed to move beyond just a refreshing identity to achieve a fully integrated, professional brand presence that accurately represents its value and vision to the world. 

EPIC members drive the photonics revolution

800 Logos for 800 Members

Dynamic Color Marks: Celebrating Member Uniqueness

Each EPIC member company is unique, and it is the collective uniqueness of these members that empowers EPIC as an association to advance the Photonic Revolution.

Reflecting this individuality, the new logo concept utilizes dynamic color marks. With over 40,000 possible combinations, each member company is given the opportunity to create its own distinct EPIC Member Logo, symbolizing its unique contribution to the photonics revolution.

Key Steps in the Rebranding Process

EPIC has undertaken a structured branding initiative to elevate its external perception and reflect a more professional image. The move follows a recognition that a new brand design was needed, prompting a deliberate, phased approach rather than an ad-hoc update.

The methodology, guided by B2Science branding consultants, focused on achieving a clear, impactful identity consistent across all touchpoints.

  1. Strategic Foundation: The project began with in-depth consultations between the EPIC management and B2Science to pinpoint the desired brand message and define the project’s scope – whether a simple ‘facelift’ or a complete overhaul. Goals, budget, and working terms were agreed upon early.
  2. Internal Alignment: A kick-off meeting with EPIC’s marketing team ensured everyone was onboard and aligned with the defined objectives.
  3. Gathering Insights: Crucially, interviews were conducted with a diverse group of EPIC members and non-members. This step provided unbiased external perspectives, including valuable feedback from companies that chose not to join the association as a member.
  4. Market Context: Competitive research was performed to understand other organizations and identify opportunities for clear differentiation in the market.
  5. Planning for Implementation: EPIC’s marketing team assessed all existing assets and touchpoints requiring rebranding, prioritizing them and setting clear responsibilities and timelines for the rollout.
  6. Creative Development: The core design phase involved developing multiple logo concepts and defining the overall visual identity – including colors, typography, and imagery – ensuring coherence with the strategic goals. Options for different logo usages were also considered.
  7. External Review: External designers were on standby to provide additional proposals.
  8. Comprehensive Rollout: The new brand was then implemented across a wide range of materials: the website, brochures, advertisements (print/online), event booths, social media graphics, business cards, staff attire, presentations, and all correspondence.
  9. Documentation: The process concluded with the creation of a comprehensive Brand Guidelines document – a ‘brand book’ – to ensure consistent application of the new identity moving forward.

 

By following this structured roadmap developed and deployed by B2Science, EPIC aimed to move beyond just a new logo to achieve a fully integrated, professional brand presence that accurately represents its value and vision to the world. The result is expected to be a more impactful and consistent perception among members, partners, and the broader photonics industry.