Brand systems for technology companies

Clients ask for a logo. What they need is a system: a typographic scale, a colour role model, an illustration point of view, and rules for how the product UI and the marketing site relate to each other.

For technology companies, the product is the brand's largest surface. A marketing site that looks nothing like the dashboard reads as two companies, and trust leaks at the seam.

We build the brand outward from the interface. The colour that signals a primary action in the product becomes the accent on the website. The type scale is shared. The photography style is chosen to sit next to real screenshots.

The logo still matters — it is just the last thing we design, not the first.