Names, taglines, and logo design
As part of the team creating and upgrading products, a key role involved their branding. The following are three examples of more than 10 such endeavours in the past 2 years.
The symbol of WebXpress is a stylised 'W' in the shape of an infinity sign. It was chosen to reflect the mission statement of the brand, i.e. to provide infinite possibilities for customers and to pursue a never-ending quest for innovation. It's design was chosen to give a futuristic yet subtle look, since the product is aimed at a highly professional customer base.
Implementation of branding
Brand guidelines document
The above document is a part of a series of projects to rebrand the software suite - WebXpress. It covers the use of logos, permitted typography, ideal colour scheme, and branding use cases.
Mobimetrics is a mobile based attendance platform. The name was coined by combining the words Mobile and Biometrics, with an aim to evoke the emotions of security and portability. Additionally, the name helps this product to stand out from the competition who gravitate towards traditional branding.
Designing the logo
The above image shows the evolution of the artwork from concept drafts to final logo.
Like the name, the symbol is a combination of two elements: a clock and a fingerprint. And while designing the fingerprint, a key consideration was that this product would be used on both Android and iOS. To make the logo universal, the fingerprint lines were made to look bold and bubbly like Android but closely packed like iOS, thereby attempting to associate it with respective platform themes.
Also, a rounded font coupled with an 'E' that was made by using three lines was chosen to lend a more lively tone to the brand.
The target audience of this product are small and medium sized logistics service providers who are looking for a software solution to manage their business. The product's brief was to "have a platform for customers who have little or no exposure to technology." In order for the brand to convey this message, the font and icon design attempts to portray a friendly image instead of a serious, traditional, technology-oriented design.
Logic behind the logo
The most recognised symbol for this sector is a parcel box. The key feature of this product is POD (proof of delivery). These two elements were incorporated into the icon with the tick mark representing a POD and four rectangles are an open box. A rectangular 'P' in a contrasting red colour was added to complete the icon. To ensure that the logo doesn't appear too blocky, the text was made fluidic while retaining a sharp look.
Application across channels
In the above image, the bold and minimal styling of the logo is carried through to the website. All elements are coloured in black and red on an expanse of white background to reflect the simplicity of the product.
The above two screens show how the PODxpress logo has been customised to match the individual styles of Android and iOS while ensuring the branding is instantly identifiable.
Since colours are critical to a brand's story, a comprehensive spectrum was developed to create a product identity for the product WebXpress by considering all the situations it would be used in.
The above palette consists of 9 colours — 8 RGB and 1 grey (set to a cooler tone). Each colour has 5 shades coded with numbers; the default shade for each colour is marked with a dot. Depending on the requirement, the background colour is typically shade 1 or 5 and foreground is the default share (in most cases 3). Text is typically shade 4. While using on multiple shades of one colour, alternate shades are used to create better contrast. Also, on any single object, multiple colours are avoided to build consistent look.
Application of palette
Use in marketing collaterals
The above brochure highlights the use of one colour to create a theme for the product in consideration, while using others in a restraint manner to balance out the content.
Use in user interfaces
The above screen highlights the use of many colours within one module. The below screen shows the use of multiple shades of the same colour.
Use in analytics
The above dashboard highlights the use of colours to create divisions between individual graphs thereby avoiding the use of dividers or containers. The aim was to give it a cleaner look and reduce cognitive load.