Enlightment & Progress
An identity inspired by the radiance
Press - Dogus Holding
Founded in 1951 and present in various sectors like finance, automobile, construction, tourism and media, Doğuş Holding is one of the leading Turkish conglomerates. With more than 250 companies and 50 000 employees, Doğuş operates in 30+ countries across 4 continents, and has the ambition to become a global powerhouse and to diversify its services.
Facing aggressive and ambitious competitors, it was important for Dogus to start reflecting today’s modern Turkey. The group chose to trust CBA to work on a new contemporary, human, and dynamic visual identity, in phase with the positioning of the brand.
Dogus positioning “Enlightenment & Progress”, imagined by CBA, became its signature. It evokes the radiance of the group thanks to a metaphor with light as a source of inspiration and energy, revealing the very best in each project and contributor. Its identity has been entirely rethought, with a logo symbolizing the sun, declinable in various colors according to the different Dogus activities (11 in total), a graphic chart and a unique design ensuring the homogenization of the brands under the group’s name.
Dogus desire of internationalization explains why it chose to collaborate with CBA, international agency that made its different offices work on the project, for a result influenced by the diverse cultures of the agency and so in accordance with the image Dogus wants to reflect.