Iterable Branding Pro
The Background
The visual look and feel of the old Iterable website was
outdated. The word mark had
a bit of inaccuracy in shapes and lines and inconsistencies with
the logo thickness.
Moreover, the logo sign had a lot of small details that caused visual
noise.
Iterable's website design also deserved some refreshment,
since it was created in 2013.
Logo
Lots of users were already familiar with the Iterable brand, so
our goal was
to keep it as close to the original brand look and feel yet make
an evolutionary refresh.
We started iterating on the logo update first thing. We
did a couple of experiments with the logo elements such as angle of the
elements, corner roundness,
and other small details.
Primary Colors
The original Iterable logo had a few gradients and different
shades of orange and yellow that we wanted to save (with small adjustments).
Our branding team prepared a color palette to help interface designers maintain
consistency across all of the brand items, including the website.
Gradients
As we mentioned, the original logo has its own gradients.
Considering the current trends in user interface design, we discussed which
tones could work well for UI elements such as buttons, etc. and added two
gradients to the brand guide.
Illustration Colors
Coming back to the question of consistency, the branding team
prepared a wider color palette to help our illustrators in future work. At
this time we didn't have an idea what the illustration style should
look like, so we created 25 different tones, including soft and vibrant
options.
Header Evolution
When we started our work on the website interface, we
made the decision to figure out what the header should look
like. This element of the website is the first thing that our visitors will
see. We had a lot of discussions and iterations of the header design
to determine a general look and feel.
Font
www.iterable.com
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