Praxis debuts new brand identity
By Derek Winkler
Toronto-based marketing communications agency Praxis has introduced a new brand identity and launched an initiative called the Praxis Credibility Lab. The new identity makes use of updated colours and typography intended to place an emphasis on the concept of credibility. The Lab initiative consists of workshops intended to examine how a brand may foster credibility as measured by five criteria.
Praxis has also released the results of a survey of Canadian consumer attitudes toward advertising. The national survey, conducted by Angus Reid, found that 72% of respondents feel that most brand advertising today looks and sounds the same. In addition, 72% said they are more likely to trust a brand they remember, while 35% said a brand that “plays it safe” is easier to ignore. However, 73% said trust is reduced when brands “chase trends” and 65% said “bold” campaigns can damage a brand’s reputation.
“Most agencies pick a side,” said Matt Juniper, CEO of Praxis. “They’re traditional and credible but invisible, or they chase stunts and trends and end up in screenshots for the wrong reasons. The data tells us Canadians have stopped rewarding both. They want bold with purpose. That sweet spot is exactly where we’ve always worked. We’re just naming it now.”