alaTest – ICSS AB (International Consumer Services Sweden AB) introduces a fresh new corporate identity, with a strong, bold and confident new look and the natural evolution of its old profile preparing for the expansion, into many new markets, to come over the next few years. The new identity reflects how the company has been developing since the start in 2005, particularly its astonishing market growth of almost 20% per month and taking the position as the leader in B2B and B2C expert product reviews.
Arie Struik, Chief Executive said: "As alaTest builds on the success of its simple but unique business model and expands into the US, Italy, Belgium and Australia markets, we are determined to further develop our position as the leading product review aggregator in the world. As we have made significant partnerships with major companies in both the US and European markets it is appropriate that our identity reflects this evolution too. The new logotype of alaTest reinforces the direction and the positive momentum of the company."
Design elements
Logotype
The new logotype depicts the word 'ala' in charcoal followed by a call out bubble in shaded blue containing the word 'Test' in white, with or without byline “all about reviews”. The logotype can also be used on colored background by changing the 'ala' word as well as the call out bubble into all white making the word 'Test' transparent.
New byline
The new “all about reviews” byline is also a new element that in a single sentence explains the content of alaTest. “It sums it up” says Arie Struik. The byline is translated into all of the languages available in the respective market. and is used as the corporate standard. The exception is when partners are using the “partner of” alaTest or shops the “powered by” alaTest.
Rating
The ratings given to each product is shown as the alaScore™, a patented, relative product quality rating based on a complex calculation that integrates the results from professional product tests and in a lower scale user reviews. The alaScore™ communicates the actual calculated score of hundreds of test sources in comparison with similar products in the same category, giving the product at hand a rating from 0-100 points. That way alaTest standardizes thousands of professional tests from a great number of sources in the world and develops them into the most unbiased rating currently available.
Font
The font used in the logo and for the additional texts in the logo is FF Signa Condensed. The font was selected from looking at different 2.0 sites and ultimately picked from a number of font families that communicated somewhat knowledge, quality of the site and of course a pinch of sophistication.
Capitalization
alaTest is always written in one word. Always use a lowercase 'a' and an uppercase 'T', even when used as the first word in a sentence.
Trademarks
alaTest™ and alaScore™ are registered trademarks of International Consumer Services Sweden AB.
Head of design Stefan Ixenmaier says: “The inspiration behind the logotype was that it’s all about reviews that comes from people and that they all speak their opinion, hence the call out bubble”. All the tests fit into one single global site.
“Focus is of course on experts but even they can be seen as people”, Ixenmaier continues. “As the information era is reaching new levels and more and more consumers use the web to make purchase decisions on a daily basis it is becoming apparent that the true competitive differentiator is user and expert reviews", he says. “Therefore we also felt it was important to communicate who we are and what we do in a stronger and more direct way. It’s also imperative that we have fresh look and feel for our first time visitors that we see a lot of these days”, Ixenmaier smiles.
Notes to editors
The change to our identity and our new logotype take effect immediately. Over the next few weeks it will be gradually rolled out to include the full extended alaTest network of test sources, online shops, price comparison sites and manufacturers as well as strategic partners and partners. The alaTest websites changes with immediate effect. Full technical details of alaTest’s new brand identity can now be found at www.alaTest.com/partners.html.
About alaTest™
alaTest™ is an independent free online service to help consumers with their purchasing decisions. On alaTest.com a global, objectively aggregated product quality rating called alaScore™ presents product reviews and results.
At present the databank offers almost 2 100 000 product reviews with emphasis on consumer electronics from almost 800 different reliable sources such as e.g. CNET, PCWorld, Connect, Consumer Reports, etc. Currently the service is available for 13 different countries in 10 different languages. And there’s more to come soon.
For more information please contact:
Arie Struik
CEO and founder of alaTest™
Tel: +46 8 30 12 75
E-mail: arie at alaTest.com
Peter
Björk
CFO and Co founder
Tel: +46 8 30 12 75
E-mail: peter at alaTest.com
http://alaTest.com
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