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ITSE: Exponential
evolution

What company in the 21st century does not require computer technology? We design the brand strategy, logo, and corporate visual identity.

Client:
IT business services

Year:
2020

Country:
COLOMBIA

Creative direction

PAULO LEDESMA

Art direction

MAR AGUIRRE

Illustrations

ÁLVARO VALENCIA

ANA VELASCO

3D modeling

Description

ITSE is a company from Cali Colombia, which specializes in providing IT infrastructure services, hardware, software, and robust cloud storage. With more than 15 years in the market, it has become an expert in serving companies in the financial sector.

Objetives
  • Rethink the company’s logo was necessary to consolidate a stronger brand identity for the future, in line with the new corporate strategy.
  • Consolidate a more fluid narrative and verbal identity that aligns with the different clients and teams who define the direction of the business.
  • Generate a uniform and consistent corporate visual identity, which would create connections with new platforms and points of contact.
Focus

Reimagining the visual identity in a way that’s totally consistent, taking a strong cue from how they current customers see them. We use the info we gather to really solidify they image and attract new folks through the door.

What is ITSE?

We designed a logo that represents how simple and easy a company can manage robust and complex technology. We also integrated into the logo the gesture of S, which indicates the idea of ascent, displacement from one place to another. A metaphor of the “exponential evolution” that ITSE proposes by accompanying its customers with the bold use of technology.

Diseño de logotipo y marca para empresa de tecnología

Brand architecture

During the project development, ITSE aimed to the future by incorporating in its services the development of customized digital platforms, integrating its extensive knowledge in Microsoft’s technological tools, as a competitiveness factor. From this initiative comes ITELLUS, its own brand of technological development focused on all automation processes.

Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología

Customers and users guided the new implementation of the brand strategy. We went from “enunciating an experience” to “planning the brand experience.” Leading by specific postulates, the company will make decisions about its brand actions to handle any type of situation that may arise.

Diseño de logotipo y marca para empresa de tecnología

Identity

A bold color palette, which integrates vibrant colors, very close to the technological sector. We defined morphologies that would allow us to design numerous pieces, with different compositions, but always focused on showing the benefits and attributes of the brand.

Diseño de logotipo y marca para empresa de tecnología
Pictograms

We created pictograms based on the logo features, added straight lines and rounded vertices. These aspects allow us to associate the logo composition with the brand’s simplicity.

Diseño de logotipo y marca para empresa de tecnología
Illustrations

One of the precepts of identity is: “Easy technology.” We represented this in 3D illustrations that facilitated the relationship of the concept with the complexity of technology, which made it close and understandable at all levels. In the same way, they responded in a concrete way to the company’s service architecture.

Diseño de logotipo y marca para empresa de tecnología

Implementation

We created a large set of graphic material so that the work team of the organization will correctly implement the developed identity. These materials were from posts on digital platforms to covers for reports. We also included traditional corporate material.

Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
Diseño de logotipo y marca para empresa de tecnología
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