The Client

Kazakhgold Group Limited is the largest gold mining company in Kazakhstan with three principal mines in operation. Their operations date back to the 1930s and the discovery of gold in the Stepnogorsk district of northern Kazakhstan. In the 1950s, operations were consolidated into a single entity to become one of the country's largest gold producers, annually outputting +/-240,000oz.

The Customer Base

KazakhGold operates on an international scale within the gold markets.

The Challenge

When assessing the KazakhGold brand, it was essential to appreciate the importance of the recognition values inherent within the brand. Capricorn interpreted this to mean that the fundamental structure of the logo should not change, but its values could be modified to enhance its weight within the market in which it played. To draw comparison with other similar–level institutions, we looked at how major international finance corporations represented themselves on the world market.

As our client was aiming to become better represented with an already familiar market rather than shift markets altogether, we concluded that what was needed was more of a lateral repositioning of the brand rather than a major upscaling.

The logo itself was redefined with a serif typeface to increase its sense of 'corporation', while a new palette was developed that strengthened its impact.

When developing a new or reinterpreted brand, it's important that users in all branches of the client organisation understand how it is to be used and applied. To this end, Capricorn produced a multi–page document detailing how the new logo should be used in all formats: CMYK (print), RGB (screen) and with special finishes, for example with a gold foil.