Strong conceptual thinking is paramount for an effective brand transition.
Formerly Logtrust, Inc., Devo provides machine data analytics solutions to enterprises for real-time streamlining digital processes. They needed a new brand to reflect not only their name change, but also the direction in which the company is moving. Working with an existing logo, we were tasked with building an identity complete with palette, photographic styling, printed collateral, website page designs, video bumpers, trade show signage, print/digital ads, & a comprehensive style guide.
Our objective was to maintain the integrity of Devo’s business value & amplify their new direction during their brand transition. The logo’s icon exemplifies the speed with which Devo takes complex, unstructured and streaming data and makes it easy & accessible for end-users. The new brand also includes the company’s new tagline, Data. Evolved., & serves as a catalyst to visualize dynamic data within various vertical markets. By overlaying vibrant vector graphics inspired by the icon, on sophisticated monochromatic photography in professional environments, the image treatment evokes Devo’s platform & speaks directly to its target audience. The black and white nature of brand imagery also showcases the company’s UX, allowing it to take the lead in these visuals as well.
The project resulted not only marketing assets for their launch, but also a comprehensive style-guide that is extensible, with room for visuals to evolve organically as the company grows. In today’s data-driven business landscape, customers need more from their data than ever before, & data accessibility is synonymous with organizational efficiency. Devo’s new brand communicates those values & connects with their customers on a personal level. With their established brand style, Devo can now move forward with confidence in their new name, as well as the assurance that they can effectively express their value for years to come.