ErAm: uninterrupted connection
Data Infrastructure Redefined
Problem
Eram Data Infrastructure Company, a well-established technology firm specializing in the design and manufacture of data center products, faced the challenge of renewing its brand image after nearly a decade of operation. The company needed a refreshed brand strategy that would clearly communicate its differentiation and promise in the market.
Solution
Cluster approached this project by conducting in-depth interviews with Eram’s managers to gain a deep understanding of the company’s market position and strategic objectives. This comprehensive analysis led to the development of a robust brand strategy that emphasized Eram’s unique strengths and market positioning.
Deliverables & Impacts
Brand Strategy: Developed a strategic framework highlighting Eram’s differentiation and market promise.
Visual Identity: Redesigned the logo to incorporate a road element, symbolizing uninterrupted and reliable data transfer akin to the ancient Royal Road.
Brand Consistency: Integrated the brand identity across all touchpoints, from the corporate office to the factory.
Market Positioning: Clarified Eram’s market position, reinforcing its leadership in data center solutions.
Narrative Development: Created a compelling brand story connecting Eram’s mission to its historical inspiration.
Design Concept
& Signature Narrative:
Coupling Visual & Verbal Identity; Uninterrupted Connection
The Eram brand design concept is inspired by the Royal Road, the world’s first international highway, created during the Achaemenid period. This highway enabled uninterrupted message transfer from east to west and vice versa. The road element (A) in the EARM logotype symbolizes this seamless connection, making it a memorable representation that ties the brand’s story to its historical inspiration.
Herodotus wrote
in 440 BC about this
vital infrastructure:
"Neither snow, nor rain, nor heat, nor the darkness of the night can prevent these couriers from carrying out their duty. The first Chapar quickly conveys the message to the second, and the second to the third, and in this way the message is passed from hand to hand between Chapar to reach its destination, like the Olympic torch that the Greeks pass from hand to hand to offer to the temple of Hephaestus."
This historical reference underscores Eram's commitment to reliable and continuous data transfer, reinforcing their brand narrative and market positioning.