Refining a Brand to Increase Recognition
At this point in time Differential is about three years old and has already gone through a couple logo revisions. Additionally, their current brand has four marks in two different color ways. This amount of change and the multiple logo options have really diluted this young brand.
At first glance you may not notice much of a change. The subtle change was intentional to build upon the current brand recognition. There are three major changes. One, the orange has been solidified as the primary brand color and the blue has been relegated to a supporting color. Two, the “Di” mark letter size has been made consistent. Three, overall spacing and surrounding padding has been standardized.
These were designed to mirror Differential’s progressive development strategy and promote the new primary “Di” mark. These cards are printed on 32pt paper and are 2" square.
Aftering building out the brand guidlines it was time to apply the new Di identity to the web. The blog is run on Ghost a node.js platfrom. The di blog design is a custom skin of the defualt Casper theme.
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