Sharp Words
Rebranding of Onliner ecosystem
We’ve infringed on the most sacred thing and survived
The largest ecosystem of services in Belarus, covering 50 per cent of the country’s population. Millions of Belarusians visit Onliner in order to buy goods, post advertisements, read articles and discuss their lovely cats.
Goal
To update the visual language of the brand and scale it to services. The company hasn’t changed its identity for 20 years. During this time, the brand has transformed from a forum into the largest media and ecosystem of services around a person.
Basis of Onliner brand
People visited Onliner to discuss Nokia and Motorola in 2001. Now people read news, sell unnecessary things and can buy anything: from a pen and used equipment to apartments and cars.
Onliner keeps growing and launching new services. And it does this successfully due to its audience.
Onliner Sapience 😻😸😼
These are regular users who visit Onliner every day and identify themselves with the brand. In case of acting carelessly, it can be failure in the finest traditions.
There is no necessity to grease up with the fellows but you need to share the value of owning with them and ‘say’ that the brand also appreciates them and remains itself whatever.
Why change something
Onliner has developed from a forum into the ecosystem. It’s necessary to show the scale of changes concerning the brand identity and solve inner issues.
A lot of services have appeared recently. But on the old basis, they don’t differ from each other, and it’s difficult to find out which one deals with the client.
We rise to the holy of the whole Onliner so as to work out the visual language of the brand, and transfer it to services afterwards.
Basis of Onliner brand
People visited Onliner to discuss Nokia and Motorola in 2001. Now people read news, sell unnecessary things and can buy anything: from a pen and used equipment to apartments and cars. Onliner keeps growing and launching new services. And it does this successfully due to its audience.
Onliner Sapience 😻😸😼
These are regular users who visit Onliner every day and identify themselves with the brand. In case of acting carelessly, it can be failure in the finest traditions. There is no necessity to grease up with the fellows but you need to share the value of owning with them and ‘say’ that the brand also appreciates them and remains itself whatever.
Why change something
Onliner has developed from a forum into the ecosystem. It’s necessary to show the scale of changes concerning the brand identity and solve inner issues. A lot of services have appeared recently. But on the old basis, they don’t differ from each other, and it’s difficult to find out which one deals with the client. We rise to the holy of the whole Onliner so as to work out the visual language of the brand, and transfer it to services afterwards.
Logo is more graphic and coherent
We leave the mechanistic American grotesque and add humanistic features. We also rethink the accent ‘i’: remove naive memories of the infoforum and get a spark.
Logo is more graphic and coherent
We leave the mechanistic American grotesque and add humanistic features. We also rethink the accent ‘i’: remove naive memories of the infoforum and get a spark.
It was
It became
The Onliner logo exists on small formats most often. To make it readable on a smartphone screen, we add drop traps*.
Drop traps compensated for ink bleeding during printing in the past. Now it’s an expressive effective technique that is also used in digital.
The Onliner logo exists on small formats most often. To make it readable on a smartphone screen, we add drop traps*.
Drop traps compensated for ink bleeding during printing in the past. Now it’s an expressive effective technique that is also used in digital.
Acute as an emphasis on the important
Service is built around the needs of people. Its main task is to help users with the choice of the very one among numerous possibilities.
Acute as an emphasis on the important
Service is built around the needs of people. Its main task is to help users with the choice of the very one among numerous possibilities.
There are millions of offers and billions of goods. You can waste time comparing hundreds of similar offers on countless sites, or you can go to Onliner.
Distinction from Ozon
During the rebranding, Ozon enters the Belarusian market — a giant retailer with millions of goods that competes with the Onliner Catalog in one zone and has similar colors.
We make the Ozon scale and find a balance between keeping the Onliner flag and distinction from a competitor.
The new version of Ozone is similar to our flag
Out-of-date ‘print range’
We keep the historical flag — a combination of red and blue — but remove the analog dust from the colors and make them even brighter
We keep the historical flag — a combination of red and blue — but remove the analog dust from the colors and make them even brighter
Brand palette
Digital colors for existing and future Onliner services.
Brand palette
Digital colors for existing and future Onliner services.
Eyes of the one girl
Blue
Green Apple
Witty and Fun
А Good Day’s Night
Zen
Russian Blue
Thanks to akute, Onliner will launch and brand new services easily: for instance food, dating, or something completely cosmic!
New trend — superaccident
CSTM Xprmntl is a font from the future, which, due to its expression, works not only with a text message, but also with the character of the brand. It’s like an Onliner commentator — daring and expressive.
Everything is in one place now
The brand code works like Lego: you can get the visual and keep the identity, even if a minimum of expressive means is technically available.
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Let’s talk about business
Your request will immediately go to the sales department. One of the managers will answer you in order to discuss details. It takes up to half an hour during working hours
