Client

insightsoftware

  • Project

    Brand Identity + Brand Mapping

  • Industry

    Technology

  • Services

    Strategy + Design

  • The Problem

    insightsoftware is a house of brands, featuring C-suite software for analytics, taxes, reporting, and more. Having acquired multiple individual brands, insight needed a solution to bring all their diverse offerings under one master brand.

  • The Objective

    We were asked to design a brand hierarchy to organize the insightsoftware family and a look and feel to support it.

  • Our Strategy

    After we developed a clear brand hierarchy, we used it to build a modular logo set consisting of a 16-dot grid system. This allowed us to create a unique icon set for each business level that carried through to the product level.

01 CREATIVE CONSIDERATIONS + KEY INSIGHTS

At the core of the brand identity for insightsoftware is the corporate brand mark that portrays progress, momentum, and a clear path forward. Blue symbolizes trust, loyalty, wisdom, confidence, and intelligence. Green is associated with growth, harmony, ambition, and acceleration. Understanding and utilizing foundational design elements visually communicates a smart and sophisticated brand story.

02 THE IDENTITY DESIGN

Building from the creative considerations and key insights, the identity set consists of a 16-dot grid system – built from the four dots found in the corporate logo. It also utilizes the core brand colors to create consistency and simplicity while maintaining brand aesthetics.