Project Task

The rebrands goal was to visually reposition activeledger in the blockchain space and improve its brand recognition.

It was important for the company to come across as a sustainable Distributed Ledger Technology (DLT) brand in a sense a "Red-hat linux" for blockchain rather than fall into the cryptocurrency space.

Challenge

How might we differentiate activeledger in its market & visually communicate it USP?

Tasks

- Brand Strategy & Audit
- Visual Identity & Positioning

What is Activeledger?

Blockchain is a distributed ledger technology (DLT) that stores records immutably on a public ledger across a decentralised network. Activeledger is an open source  DLT made for enterprise and developers which provides the benefits of blockchain (legacy tech) and more without its limitations such as speed, high energy consumption etc.

Strategy

A consultation session gave an idea what success looked like, the narrative in the blockchain space and how Activeledger could uniquely position itself.
The steps below followed.
A consultation session gave an idea what success looked like, the narrative in the blockchain space and how Activeledger could uniquely position itself. The steps below followed.
EXPLORATION

Attributes and Metaphors

This was the first step in the exploration process, informed by the interactive session earlier carried out. A list functional verbal traits and metaphors were outlined. A snippet of which is shown below.
EXPLORATION

Sketches

A series of grouped metaphors are explored through iterative sketches to develop visual concepts. A portion of which is shown below, each row of concepts beneath its own bucket of metaphors.
CONCEPT

Logo Concept

Blockchain is a term synonymous with the distributed ledger tech (DLT) space. The chosen concept embodied its visual attributes and met the desired outcomes outlined in the strategy session

Simple -  Two interlocking ‘block-like’ chain links.
Distinct - Possessing the hidden form of an “A”.
Memorable - Visually tied to the term blockchain.
BRAND IDENTITY

Using a block shaped
chain as a visual identity

Activeledger’s visual identity stems from the use of a single primary element present in the logo “a block-shaped chain”. This central piece is used to form a variety of patterns which extends across visual collateral to form a strong and flexible identity.

Brand Pattern Exploration

A strong yet flexible system for patterns. With the top left sample coincidentally resembling “0’s” and “1’s” the binary digits a computer understands, subtly referencing digitisation.

Data Visualisation

The visual style for data visualisation employs the brand’s primary colours as well secondary colours(which are triadic to the primary). This ensures suitable contrast and clarity, enhancing visibility at small sizes.
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