New look■ New voice■
AVOIDING THE CLICHÉS AND FINDING A REAL WAY TO STAND OUT
Analytics is a crowded marketspace – it can be hard to stand out when 20 other companies say they’re “transforming data into insights” just like you. So, when Origami Logic, an analytics platform focused on marketers, came looking to breathe new life into its brand, we knew we had to do something special.
- ENVIRONMENTAL DESIGN
THE BALANCE OF ART & SCIENCE
The Origami Logic name brings to mind precision, geometry, and hand-crafted forms. Like the name, the platform blends traditional creative marketing with precision data science for a big impact. To create a logo reflecting this story, we chose to bring out those unique elements of art and science in a simple, iconic mark.
NO BLAH, JUST AHHH
Everybody’s talking data transformation. Say something else.
VISUALIZING THE BRAND STORY
Origami Logic is a complex product, so to help tell its story, we created a unique visual system, including icons, layered graphics, and animation that were all adaptive and responsive – much like the data and insights the Origami Logic platform provides to marketers.
Obviously, with a name like “Origami,” it’s easy to fall into clichés, but we took the brand in a completely new direction. By putting aside – and even taking the occasional jab at – the usual analytics jargon, we developed a brand personality and tone that spoke to marketers in their own language.
Storytelling isn’t always done with words.
When we work with a company to develop a brand identity, we always start with the basics: values, voice, personality. But your brand’s story shouldn’t rely only on words (although we do love a good headline). When a strong visual identity can represent exactly who your brand is and tell the story of what you do, your customers will understand and connect right away
Clarity is everything.
The B2B tech industry is saturated with hundreds of companies, all saying basically the same things. So pinpointing why a brand is different and what it offers that no one else can – that’s how to create a strong, ownable brand story that resonates with customers.
When you hear hoof beats, think zebras.
It can be tempting to take the path of least resistance when developing a brand identity. But when you rely on clichés, you risk missing out on big opportunities to stand out. We always take the time to look under the surface and find out what actually matters to the brand.