ACUITY CLOUD SOLUTIONS BRAND SCHEME
Following on from the catharsis of my previous post on ideas that didn't make it, here's another in this occasional series, this one is slightly different in that it's not an idea so much, and it's not that it didn't make it past pitch. We won this work, this was just one of the design concepts that wasn't chosen. My colleague at IncrediBull, Samantha, did a phenomenal job in creating the final ident, but this version was one that I was particularly fond of and as it would otherwise languish in obscurity I think it deserves the limited exposure of a blog post.
DISCLAIMER: As before, the design work here is only indicative of a route I was looking into. The word mark in particular is a freely available display font, and would have been developed into a unique mark had the overall concept been accepted.
Acuity Cloud Solutions is a US-based company that excels in providing and implementing talent management software. The business is operated entirely through cloud-based services, managed by experts with an average of eight years experience working directly with Taleo software.
Having spent a huge amount of time on previous rebranding projects trying to make a logo work across multiple touch-points, my main ambition with this identity concept was to create something that wasn't so reliant on a logo to make it work. Something freer, with more flexibility. In the team we were also very aware of the way that companies with cloud-based services tend to include corny looking clouds into their branding, and we all made a conscious effort to avoid the weather cloud cliché.
Our strategy was leading us towards the human aspects of the brand — their one-to-one support and the pride in their experience and personal touch. From this I sketched out a series of organic shapes and layered them one on top of the next. There's a clear reference to clouds here, but nothing cliché, and a veiled nod towards contour lines, like a mountain peak viewed from above.
This concept was deliberately meant to break away from a logo-centric identity and create a more immersive and adaptable suite of graphics that could be used anywhere, so from the start I envisaged that these soft forms would lend themselves to animation. As a background, the shapes create a broad canvas that can be scaled or cropped in an infinite range of ways while remaining recognisable as part of the Acuity brand. I also looked into how the brand would work in physical environments, spread across an office wall or as separate, floating, semi-opaque panels building up to make an exhibition space.