After meeting with Concourse Labs and auditing its competitors as well as other enterprise organizations, VSSL identified ways that Concourse could better position themselves in their industry. An elevated brand aesthetic would help present the company as a knowledgeable enterprise partner that delivers a reliable solution to complex cloud migrations. As part of the new visual identity, VSSL created a new logo for Concourse Labs. While the agency presented several options to the company, it recommended that Concourse Labs consider an evolution of the company’s former logo rather than something completely different. Concourse Labs agreed. The original logo had two C’s overlapping a large square or concourse. VSSL kept a similar orientation to the original, but incorporated new elements: - A magnifying glass, to indicate how the company examines systems for compliance - A concourse, or centralized meeting place, for cloud compliant policies - A key to unlock cloud migration VSSL also developed a color palette with an enterprise aesthetic – blues, grays, whites and pops of color. At the same time, the agency moved away from Concourse Labs’ existing stock illustrations and developed new iconography as well as a flat, mesh-like texture in the background for the website and branding materials. The overall look is austere, modern and technical yet punchy and fresh.
Miami Ad School, Miami
New Category (Video)