Brand and Celebrities launches Kolsquare, its new brand dedicated to Influence Marketing

So Kolsquare is a new name And a new graphic identity, to meet the expectations of brands and influencers even better.

But above all, the rest does not change : our platform remains rich with more than a million influencers with the most advanced search and campaign management tools on the market, and our team continue to push yourself every day to help you take full advantage of it!

Here we invite you to discover why and how Kolsquare was born.

Learn more

As early as 2011, Brand and Celebrities became a pioneered digital influence.

Our first collaboration combining Jean-Marc Mormeck and an American fast food brand had exceeded all expectations on the brand's networks. And that's because this partnership was authentic : on the Facebook page of an American fast food brand, he told the true story of this world boxing champion who managed to launch his career thanks to his first job with them.

And as of 2011, it's the Data which made it possible to identify this affinity.

Brand and Celebrities is quickly becoming Celebrity Marketing Leader in France, thanks to our approach technological : a search engine, data from the web and social networks, a networking platform...

With the firm will to bring rationality and responsibility at the market.

The partnerships created by Brand and Celebrities take multiple shapes : celebrities become ambassadors for major brands, experts renowned companies give inspiring conferences at the biggest companies... and influencers born on social mediaare starting to create content for brands on their own networks.

Today, the market has evolved significantly: digital influencers have become real Key Opinion Leaders (K.O.L.). Un Media fully-fledged, whose activation is a major challenge for advertisers looking to win the trust consumers.

That's why Brand and Celebrities launched its Kolsquare brand in 2018.

With Kolsquare, we offer our technological expertise to marketing and communication professionals to enable them to meet these new challenges, through authentic and inspiring partnerships with top influencers.

How did the Kolsquare brand come about?

The brand platform

Thoughts on the creation of a new brand platform began at Brand and Celebrities in summer 2017, in order to personify and propel Brand and Celebrities' offer dedicated to Influence Marketing.

After several months, the work resulted in an internal document serving both asBirth certificate And of long term compass for the new brand.

A strong element that emerges from this brand platform is our brand positioning:

“Rational Affinity + Authentic Inspiration = Effective Communication”

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This means that our rational approach through technology makes it possible to identify real affinities between brands, influencers and consumers, and that our requirement for the authenticity of influencers and their content allows us to carry out inspiring campaigns for their communities.

And that's the only way to offer advertisers a truly effective communication tool.

We also find this positioning in our baseline:

“Tech-Powered. Human-Driven.”

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The name

After various internal brainstorms, we decided to name this new brand: Kolsquare.

Why this name and what does it mean?

The name “Kolsquare” is built on 2 strong terms:

1. “K.O.L.”, an acronym for “Key Opinion Leaders”, is a term for influencers on social networks, which is currently widely used, especially in China.
2. “Square” has a double meaning:

• It means “square” in English, thus translating our very rational approach to matching through data and technology.
• It also means “place”, thus evoking a crossroads of meetings.

By its name, Kolsquare is therefore the crossroads of the best meetings between influencers (or K.O.L.) and brands : “Where Brands and Influencers find their perfect match!”

Kolsquare's visual identity

Kolsquare's identity is a key issue. It must respect all the fundamentals of a graphic identity. sustainable and impacting (simple, memorable, timeless, effective) while being the reflection of brand values that you want to convey (meaning, inspiration, affinity, responsibility, authenticity).

The logo

The starting point of the creative process was to brainstorm on everyone the concepts that are at the heart of Kolsquare and to give them a physical representation.

The key concepts that emerged from this exercise are:

• The world of The influence (materializable by an atom, a galaxy, a drop of water...)
• The place ofswaps, encounters and multitudes of possibilities (symbolized by infinity)
• The Matching (suggested by a positive/negative effect)
• The”Square” of our name, synonymous with trust, rigor and responsibility
• La letter K by Kolsquare, which is a strong distinctive element

Once the concept was validated, it was reworked using the golden ratio in order to make its proportions harmonious.

Typography

In addition to this symbol, typography has a decisive role, since it also has an impact on the perception and the suggestive effect of a logo.

So, we opted for a typography without wheelbase, heavily greased and very readable to affirm and establish our identity, as well as another complementary typography for titles (Playfair Display), to create a contrast.

The color palette and patterns

Colors also have a role to play, should speak to everyone we talk to and highlight the side. technological of our solutionwithout dehumanizing it (consistent with our baseline “Tech-Powered. Human-Driven.”)

Starting from the initial concepts of brainstorming, we drew a parallel between these and a natural phenomenon: Northern Lights. These are the result of multiple interactions of atoms and ions, they are at the same time ephemeral but endless.

And that's what the social networks, a place of constant interactions, where an endless amount of new content is posted every day.

After multiple iterations, our choice fell on a shade of bruise very strong (“Navy”) for the logo and the fonts, and a rose particularly sparkling in accent color.

In order to illustrate the two worlds of Technology and Influence, we decided to use two-tone patterns :

• Sky blue and Turquoise for our tools and technology
• Rose and Lavender for the universe of influencers

So we can have a coherent identity while creating differentiable universes. The patterns themselves were created from elements of the symbol.