Nemeon 2019 Annual Meeting
NEMEON is a purchasing cooperative comprised of over 150 independent roofing and siding distributors with over 500 locations nation-wide. NEMEON members create strong, mutually beneficial and sustainable partnerships with the industries' premier suppliers. These suppliers extend to the NEMEON members quality products, fair pricing, superior service and a first rate reputation.
September 1999 saw the birth of NEMEON. The new company is a purchasing cooperative in the roofing distribution industry. It was formed to provide pooled buying power and management support for Independent Roofing & Siding Distributors (IRSD). This business is styled after cooperatives serving other wholesale distribution channels such as plumbing, electrical, and gypsum.
Purchasing cooperatives are independent businesses coming together to combine purchasing power, in order to provide profit enhancement to its members.
Buying groups have been around for years. For centuries, groups have banded together to increase buying power and leverage. The cooperative model is reviving this age-old concept, giving small and mid-sized businesses a way to level the purchasing playing field. According to recent surveys, there are approximately 7.3 million small to medium-sized businesses in the United States. In order to compete in our new economy, these businesses need to utilize all available resources and technologies to gain every competitive advantage possible. The need to maximize purchasing power and reduce overall costs is critical in this era of consolidation and large-scale national chains.
It may be hard to imagine small to medium sized operations having the same purchasing clout as a Home Depot, but cooperatives have the ability to do exactly that. How? Aggregation of purchasing power. When a small business joins a co-op with other businesses that purchase the same goods, every one of them gets in on the preferred vendor agreements negotiated on behalf of the entire group, no matter how little they purchase. Members share in the net profits of their cooperative in proportion to their participation in the co-op.
Clearly, cooperatives help small businesses stay competitive by giving tools that will enable them to entice customers back from the giants. In fact, many believe that aggregation of buying power will help change the balance of power to a more level playing field between huge chains and independents.
To relate to an age group of 34 to 45-year-old men and women, Orchard Financial had to be modern & approachable but have a structured & educational tone without being intimidating. With a focus on communicating balance, the use of the yin and yang flow between the brand's primary colors, blue and yellow with the core shape of the apple enabled me to do just that. The colors from the bottom up arranged as followed.Blue
Blue is emotionally symbolic for trust, responsibility, honesty, and loyalty. It is used to express order, security and create calmness. All the virtues that are perfect to build a strong base.
Yellow is emotionally symbolic for enthusiasm, happiness, opportunity and is commonly used to stimulate, create awareness, and energize. Orchard Financial wants to excite their client's about the freedom they can achieve with a balance between, structure, opportunity, and awareness.
Green is emotionally symbolic for growth, harmony, dependability. It is used to commonly used to display growth, balance, and success. It was the perfect way to complete this 3 tier icon. First, take the time to remember back to when you were a child mixing paint in elementary, and you discovered that with the perfect balance of yellow and blue would make green. Equally, the emotional and psychological values attributed to each core color of blue and yellow, equally result in the success values associated with green.
For the shape & the last piece of the puzzle, looking to communicate education was the primary goal. In keeping true to the most common fruit associated with the word "Orchard" but also symbolically synonymous with, an education I used the apple. In theory, the perceived value of the brand can also be elevated subconsciously, thanks to the fantastic job of Apple's icon.
Lastly, the wordmark needed to have the same balance and approachable tone as the icon. Using a modified Proxima Nova allowed the round edges to give the word “Orchard” a softer look in contrast to the word “Financial Group” that is a slightly bolder Proxima Nova, but the corners have not been rounded out to allow for a much more formal & structured tone.