Inedo wanted a brand refresh in 2018. They felt their logo's were no longer cohesive, especially with the addition of several new products the previous year.
Brief
Issues faced with the current branding:
- With the current logos all being some form of a basic shape, we’re running out of options as we add more products
- The logos don’t really have much to do with the actual tool, and were created on the fly without cohesive thought
- Our logos need a refresh, and many new logos are being added
Goals for new branding:
- Creating a brand/identity that gives off the impression that we are competitors to the leading companies in our industry
- Gain “respect/acknowledgement” from peers
- Having a brand that creates a perceived corporate image, potentially creating the opportunity to open doors as we continue to announce our global expansion
- Attract more brand loyalty, and trust from users (professional appearance)
- Create a feeling of unification between all of our products
Design Decisions & Goals:
- Cohesive branding
- Old(familiar) colors
- Make it obvious that these products are from the same company
- Make new branding intentional. The past 10 years — the logo, the color palette — was a mash-up of different ideas at different stages of growth
- Aligni visual identity with the company’s purpose(packages)
Packages
Packages have become a unifying concept across all of Inedo's products, and DevOps toolchains alike, for this reason, I chose to use Inedo's familiar packaging icon as my jumping off point.
I wanted the logos to illustrate how packages impacted, worked with, or were used by each of Inedo's products, and the company as a whole; and then translate that into the Inedo brand.
The Logos
I decided to take the package icon and morph it into the soul of the brand, starting with the company logo. Not only does this represent a package, but also Inedo's growth, product maturity, and the ability of their tools to work with one another.
Next are the individual product logos:
To create each product's hexagon logo, I built off the same package icon from above, and then iterated.
The logos originate from each product's capabilities, while still conveying a sense of cohesion among the entire product suite.
For example, when experimenting with ProGet, I based the design around it's foundation, Packaging your Applications and Components.
I wanted the final logo to convey:
- The outer shapes represent arrows pushing(promoting)/pulling
- If you look at it in a 3-dimensional way, they represent a box holding a package.
I also used word association with each logo, ProGet's being: hold, contain, secure, folder, storage, package, private, promote and pull
You can see an image capturing my process from start to finish below:
I also created two versions of the new business cards for Inedo.
The first version has a simple, yet modern looking back. The second was for all international employees, who needed to have multiple languages on their cards.
