An idea with legs
The curious among you may be wondering why we are called Octink and have an octopus for our corporate identity.
In our previous life as AllsignsGroup we recognised the limitations that we were facing as a company with the word ‘signs' in our name. While proud of our heritage, the reality was that we did so much more and we knew something had to change. It’s easy to get wrapped up in the detail of the everyday running of a business, and like anything we needed to take a step back from things to steer our company and brand back on the right track.
In 2009 we turned to Felt Branding, a long term client and leading branding agency who were doing great things for a wide range of clients both creatively and strategically. So we challenged Felt to evolve our brand into a more relevant offer and help us tell the story of what we actually do.
Felt were rigorous and thorough in getting to the heart of our world and what we do, and started with repositioning us strategically. We retained many of our existing values and added some new - knowledgeable, trusted, enlightening, flexible and adaptable. A new brand identity was key, through visual exploration of the strategy, we all embraced the idea of using an octopus to represent our flexibility to adapt to client’s needs, technology and fast moving markets. Octopuses are among the most intelligent and behaviourally flexible of all invertebrates, they have big brains; they can also change colour in the blink of an eye and because they don’t have a skeleton it means that they can squeeze through tight places. The Octopus idea informed a series of naming sessions where we arrived at the name Octink - an abstract idea originating in the idea of the Octopus and ink (a part of our heritage in sign writing).
Leading animal photographer Tim Flach was commissioned to shoot an octopus that we could use as part of our visual identity. The results were the amazing and striking octopus images that we still use today.
In 2014 we once again turned to Felt to help us refresh our visual elements and further evolve our memorable and distinctive brand, which captures beautifully our expertise and passion for display solutions.