BRANDING ENCOMPASSES MORE THAN ITS IDENTITY
Branding is not just the appearance and way of messaging. It includes values and ethics. There have been opportunies to develop a new brand, but also oftentimes I have to execute an existing brand across all aspects of the company and product.
The main reason for rebranding AtScale was to emphasize the values that the company members wanted to convey, and customers wanted to perceive us as.
PROFESSIONAL • INNOVATIVE • TRUSTWORTHY • ADAPTIBLE • STRAIGHTFORWARD
The previous logo used a mark that incorporated a profile view of an abstract elephant. The text used lowercase, bold, slab serif typography. Together, these elements emote slow, friendly, childish, and playful branding. We explored other ideas with sketches.
PEN AND PAPER EXPLORATIONS
After initial paper and pencil sketches, we selected ones that related to our core values, and also further pushed the designs to tie in with our product. We looked at those in a cleaned up and digitized format.
APPLIED BRANDING EXAMPLES
Once the final logos were done, we took it and ran. We applied the new branding to corporate identity, event booths, marketing assets, website, office decor, etc.
EXPANDING ON AN EXISTING BRAND
When I joined Inflection, a brand director already created a logo, voice, and tone for the company. It became my job to first imagine how it should be applied, and then execute on the style and personality to all company related designs.
Here are some examples that we ended up going live with.
Silicon Valley, California USA