"Avanqard UPS" is a Azerbaijan-based Distributor company of Turkish brand "UPSET" that sells Uninterruptible Power supplies, accumulators and batteries. The brand has 20 years of experience in the field and worked with governments and private corporations.

"Avanqard UPS" company was working with traditional methods of marketing and sales. Their logo, branding were completely outdated and were not representing their real brand. This was the first challenge. We had to understand their brand, company values, customers and what they really solve in order to create best fitting brand image. Company was also trying to offer new product categories to their clients and they needed to reposition themselves strong on competitive market.

For representing their new presence on challenging market 

we needed to create a strong, trustworthy and bold brand appearance.

For colors, first we chose single blue, then we added a blue gradient touch for representing product variety and more modern look. 

For letter mark we stayed with black and white for different use cases.

For letter mark, we chose "Montserrat bold" 

and tweaked it for our needs.

First part of the combination mark "3 lines" means "Responsibility", "Trust", "Guarantee". Linear lines represents "Growth, Improvement" from the idea of linear functions in algebra. We also used some patterns with lines across other stationery elements.