Datera is a technology company and perhaps quite the enigma to the average mortal. It specializes in data storage and processing and covers everything from data collection, analysis and infrastructure creation, to software implementation. How then can this abstract world of ones and zeroes be conceptualized to make it more accessible?
A key element here became the symbol of the dot, which represents the data in itself and also permeates all manifestations of the brand identity, from the raster graphics to the logo. Each of the dots can stand on their own or come together to create complex patterns. This motif also trickled over into the redesign of the logo, which forms the backbone of the new brand identity.
The entire system of graphic elements is rooted in these three main pillars of services – structured data, infrastructure solutions and the collection of new information. These patterns were incorporated into the identity applications. It was equally important to define a new colour scheme and set of fonts. It was imperative that both reflected the technical nature of the company while also retaining a warm and inviting quality.
We were able to elevate the entire brand identity, lending it a more transparent, slick, and technical style, accompanied by carefully thought-out details. This allowed Datera to break free from the stereotypes associated with this industry and proved that even Big Data can be presented in a captivating way.
Impulse¹
The new identity propelled the internal mindset of the company to new heights – from a garage startup to a company that looks professional and plays the part.
Reaction²
The reaction both within the company and among customers exceeded expectations and Datera moved up several notches on the proverbial ladder once their visual identity levelled up to match their expertise.
Connection³
Datera’s customers from the ranks of giant corporations have started to take the brand seriously, giving rise to the creation of more meaningful contacts and landing the company even bigger jobs.
Growth⁴
Since the rebrand, Datera has reached for the stars and landed bigger and bigger clients, which has propelled its business immensely. The company’s profits have nearly quadrupled since 2017. Datera now boasts clients in the likes of Generali and O2.
