We started with a thorough naming process. We developed an extensive list of names and evaluated every one of them both legally and linguistically. And there was a clear winner: BUKA
The modular nature of the furniture allowed them to shift their look depending on the customers’ needs… Just like a chameleon. So, inspired by the functionality and high versatility of its products, we called the company BUKA, short for chameleon in Turkish.
Then, by treating the letter B as a chameleon, we created an instantly recognizable logo for the new brand. We strengthen the brand identity by developing a tagline for the brand: SMART CHANGE. Referring both to the versatility of the product and to the mindset of its customers, the motto helped us communicate the promise of the brand at first sight.
The new visual identity was implemented on letterhead, business card, brochures as well as signage.