Below are snapshots from three branding initiatives, each developed to address a unique market challenge.
 
Creating a Brand Identity
Converting values into imagery through names, stories, logos and guidelines
Designing the Logo
The infinity sign as a stylized-W was chosen to reflect the brand's mission, "to provide infinite possibilities for customers and to pursue a never-ending quest for innovation." Its design is consciously subtle to appeal to a professional clientele.
Defining Branding Guidelines
With the logo as a starting point, the below document expands upon a series of rules that align with the core identity of the brand. It covers logo layouts, permitted typography, recommended colours and branding use cases.
Incorporating Umbrella Products
With four products (each capable of being independent) under the same parent brand, a logical naming scheme had to be developed to ensure consistency. That logic involved naming them after key perceived benefits. Here are two examples to explain this further:
For customers of this transportation software, speed and timeliness is critical. And 'Velocity' captures that emotion of speed.
Warehouse companies, who use this software, have high volume operations. 'Acres' was chosen to give the impression of such scalability.
Name Engagement
 
Using simple metaphors to stand apart in a generic marketplace
Naming the Product
Mobimetrics is a mobile based attendance platform. The name is a combination of Mobile and Biometrics, and was selected to vocalize the product's main offering, security with portability. This name helps differentiate from the competition, which is dominated by traditional and abstract brand names.
Bringing Out the Symbolism
While designing the logo, its symbol was also created by combining two elements, in this case, a clock and fingerprint. As the product would be used on both Android and iOS, the fingerprint pattern was designed to blend the unique fingerprint iconographies of each system. Its lines were made to look bold and bubbly like Android but closely packed like iOS. The below image shows the evolution of the artwork, from concept to final logo:
 
Holistic Visual Strategy
Designing a software around a marketing mission
Naming for Simplicity
The target audience of this product is small-to-medium sized logistics companies who are looking for their first enterprise system. For the brand to align with that consumer (most of which are newer companies), its name had to be simple and recognizable. The acronym POD (proof of delivery) was selected as it represented the most desired feature of the product and was combined with "express" to signify speed.
Story Behind the Logo
The most ubiquitous symbol for this industry is the parcel box, which is used as a base for this logo. The check mark not only represents the successful delivery of parcels but also lends a positive connotation, in general. A rectangular 'P' in contrasting maroon colour is present to reinforce the name, especially since the logo would double up as an app icon.
While the text font was kept sharp-edged, in keeping with the aesthetics of the symbol, it was predominantly fluidic to evoke a sense of speed.
Customer Informed User Experience
The product design was a direct result of the marketing brief, with the marketing team playing a key role in ensuring the user experience met the goal of simplicity, through bold colours and clean iconography. Elements such as page titles were spelled out in full and buttons labelled in a typical call-to-action terminology.
© 2020, Rahul Malkani.
Rahul Malkani | LinkedIn Profile
Rahul Malkani | Instagram
rahul.k.malkani@gmail.com