▪ Brand Identity Development
Cognizance
An internal newsletter brand that gives a company's knowledge a face of its own.
- Date
- Nov 2015
- Client
- Unitech, IKK Group (Jeddah, KSA)
- Discipline
- Unitech Newsletter
- Sector
- Corporate
About the project, our role, our approach
The introduction
Cognizance is the newsletter of Unitech, a recurring publication that keeps the organisation informed and connected. The circular C roundel and bold condensed wordmark give it the confidence of a masthead.
Mohammed Vaseeuddin was asked to build an identity that feels editorial and credible while sitting neatly under the Unitech parent.
Set the masthead
Establish the roundel and wordmark as a repeatable masthead.
Build the sections
Define a section system for recurring issues.
Find the voice
Set a clear, engaging internal-comms voice.
Flex the system
Define colour and type that flex from print to inbox.
- 01Discovery: understand Unitech, its people and what the newsletter must achieve.
- 02Essence: frame Cognizance as the company's shared awareness.
- 03System: masthead, issue template, palette and type for repeatable editions.
History and heritage
Brand origin story
Cognizance means awareness, knowing what is happening and why it matters. Born inside Unitech, the newsletter exists to turn scattered updates into shared understanding across the organisation. The blue C roundel gives that idea a confident, editorial face; the condensed wordmark gives every issue the authority of a real masthead, not a memo.
Mission, vision, promise, essence statement
Vision and mission
Mission, what we do today
To keep Unitech's people informed, aligned and connected, issue after issue.
Vision, future aspiration
To be the publication everyone at Unitech actually opens and reads.
Brand promise
Clear, relevant and worth your few minutes, every edition.
Brand essence statement
Cognizance is shared awareness, one company, reading from the same page.
The principles that guide Cognizance
Core values
Clarity
Plain language over corporate noise.
Relevance
Only what genuinely matters to readers.
Consistency
A dependable rhythm of editions.
Connection
Bringing the organisation closer together.
Meaning, culture, interpretation
Brand essence
Name and symbol
Cognizance, awareness, knowing; the C roundel and masthead give internal knowledge an editorial identity.
Cultural resonance
A well-branded internal publication signals an organisation that values its people's attention.
Emotional recipe
Belonging and informed confidence, feeling in the loop.
Interpretation for the brand
Keep the roundel and condensed type masthead-strong; colour-code sections and respect the Unitech endorsement.
Archetype, personality, tone of voice
Brand archetype
Informed, friendly and concise. Cognizance speaks like a well-briefed colleague who respects your time: clear, occasionally warm, never bureaucratic.
- Primary, Sage
- Secondary, Everyman
- Clear
- Informed
- Friendly
- Concise
- Trustworthy
Logo, typography, colour, mood
Visual identity
Clean editorial grids, bold blue gradients, confident headlines, simple data and people-at-work photography. Modern corporate publishing, credible, energetic and easy to scan.
A bold condensed sans for the masthead and headlines, editorial and space-efficient.
A clean corporate-friendly companion for body copy and captions.
- C roundel
- Masthead
- Blue gradient
- Editorial grid
- Section colours
- Scannable
First applications and handover
Business stationery
- 01Masthead system: roundel, horizontal and stacked lockups.
- 02Issue template: edition number, date and lead-story grid.
- 03Section headers: colour-coded openers for recurring sections.
- 04Email header: inbox-ready banner for the digital edition.
- 05Endorsement lockup: Cognizance with a Unitech newsletter.
- 06Social and intranet: announcement and highlight templates.
Clear space, minimum size, misuse
Logo usage
The mark, and how to protect it. Give it room, hold its proportions, and keep it on-system across every surface.
In their words
Corporate communications can easily become dry, but the structural and visual redesign of the Cognizance newsletter completely revitalized our internal and external engagement.
Read the case studyCollapse the case study
The struggle
Our corporate newsletter had become a stagnant internal requirement. Engagement was dropping, and it failed to effectively communicate our company's momentum and culture to our teams and stakeholders.
The evaluation
We required a complete overhaul, not just a new coat of paint, but a structural redesign that would make corporate information genuinely interesting to read.
The execution
The redesign tackled both form and function. The visual layout was modernized for readability, and the content structure was reorganized to highlight human interest and corporate milestones with real impact.
The result
The visual and structural refresh completely revitalized the publication. We saw an immediate, measurable spike in internal readership and positive feedback, turning a dry requirement into a highly anticipated communication tool.