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The Real Group

Brand design and communication


The Real Goup is arguably Scandinavia’s leading vocal group. Their unique style of a cappella music has taken them to tours and sales in South Korea, Japan, China Europe and to the US. With an almost generic name like The Real Group and touring all over the world, the group had reason to search for a way to protect their name and act. The way we went around with this was to give them a distinct logo which included a hand written part that could be copyrighted. In addition by doing this The Real Group gained a mental ownership of the word Real written in that specific way. From there the road was paved to The Real Christmas concert, The Real Tour, The Real T-shirt et cetera. The word Real written in this unique way became the Creative Vehicle that now pulls the brand in each and every way it appears. It’s a perfect example of how a Creative Vehicle works. Now the group members and the staff at their management and even their partners in life and their children come up with applications of Real. The Creative Vehicle never stops. It works because the human brain loves to play. Again and again and again…

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