Based on the results of the research and the brand strategy, it was decided to develop an umbrella brand for all areas of the Museum's work, and the mother brand was named "03:00 Foundation". First, we updated the shape of the sign. Its round shape symbolizes care. Inside the form there is the inscription "03:00" and its translation in Braille. Also, the font writing of the brand names was refined and one stylized letter was added to each word to visually combine them with the sign. Our decision was to keep the same sign for all the umbrella brand logos — they differ only in name.
In order to fill the brand communication and make it more multifaceted, with the help of the Bloom Büro team we created a brand mascot — Dot. The dot appears as a personified image that confronts the stereotype "a dot ends a sentence." However, our Dot is special, it can start any letter, word or sentence because it is a Braille dot. She talks about stereotypes, provides objective information about her life and the lives of blind people. Her column in the information field of the brand is "Stereotypes and how to fight them".
One of the key components of a brand's corporate style is a pattern. It is made of Braille letters. In translation, these letters mean "03:00". Two constructions of the pattern are provided - in two lines and in one line. Since the pattern is present in almost all design materials, we integrated the logo into it. Depending on the context of use, the logo can become part of the pattern or an accent element between the lines.