Bratus Agency new logo and visual identity system, designed in-house

In the dynamic world of branding and strategic design, Bratus, led by visionary creative director Jimmi Tuan, has been a prominent name since its establishment in 2011 in Ho Chi Minh City, Vietnam. Renowned for elevating the standards of brand identity design to an international level, Bratus has been instrumental in shaping the narrative of modern branding in Vietnam. After 12 years of significant achievements and the successful launch of both well-established and new brands, Bratus embarked on a journey to refresh its brand. This transformative phase encompassed repositioning, unveiling a bold new identity, and establishing a fresh brand voice, visually and textually, to resonate with a broader audience.
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The agency's journey over the past decade is marked by its collaborations with diverse and innovative businesses such as Stella Pharm, Kiot Viet, Angia, Skymavis, Lotte Vietnam, and Vinfast. Bratus' ability to adapt and evolve while retaining its core values has been a key factor in its success. The new brand repositioning is not just a change in aesthetics but a deeper shift in its mission and vision.

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At its heart, Bratus is committed to transforming brands with a humanistic and meaningful purpose. The agency's approach is about shaping iconic identities and evoking strong emotional responses. The focus is on clear, insightful, and well-crafted design that breathes life into brands. Bratus' redefined objective for 2024 and beyond is to be a leader in "Humanist Branding." This philosophy is about adapting to the multi-dimensional shifts in branding, particularly in the context of technological advancements and industry saturation.

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As explained by Jimmi Tuan, the agency's refocused strategy is about adapting to the evolving landscape of industrialization and technology. The term "Humanist" in branding reflects a commitment to human values, experiences, and emotional connections. This approach emphasizes empathy, authenticity, and social responsibility, aiming to create brands that positively impact lives both mentally and physically.

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To align with its humanist branding approach, Bratus introduced a vibrant new visual language. This included a redesigned logo and identity system that symbolizes the power of inner thinking and the agency's impact on the external world. The new Bratus logo is a blend of expressive elements and dynamic communication, resonating with the agency's forward-thinking ethos.

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The custom typeface, Bratus Sans, is a crucial element of the rebranding. Developed to reflect the Inside and Outside philosophy, it encompasses boldness, confidence, and a future-oriented perspective. Si Tran, the manager for the typeface's design and development, highlights its significance in embodying the agency's DNA and thought process. The typeface exemplifies versatility and rich expression, suitable for both digital and print platforms.

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The Inside & Outside concept is central to Bratus' new identity. The design of the logo, in sync with the letter B, is a metaphor for the agency's internal creativity and its impact on the external world. This is more than just a redesign; it's a strategic vision that embraces technological innovation to enhance digital communication and express the interplay between technology and humanity.

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Bratus' transformation philosophy is about evolving brands from the inside out, reflecting authentic brand values and creating a tangible impact. The new identity reflects Bratus' growth and expertise in empathizing and strategically expressing brand languages in a digital environment. The Brand Transform model is a cornerstone of this approach, focusing on ideation and strategic image development.

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The new brand voice and photography style emphasize human creativity and the power of thought. This approach is about capturing authentic moments and journeys of brand thinkers, reflecting how Bratus shapes brands through innovation, creativity, and technology, with a people-centered approach.

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The rebranding represents Bratus' commitment to offering diverse and optimal services to various business models, including B2B, FMCG branding, motion identity, and digital identity, as noted by Thanh Hien, the Customer Director. The process, marked by innovation and a willingness to experiment, showcases Bratus' dedication to learning and evolving.

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Bratus' journey into Humanist Branding is set to inspire a new generation of businesses focused on sustainability and people-centered values. This transformation is not just about profit but about contributing positively to communities, highlighting the agency's commitment to making a lasting impact in the branding world.

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