Synchrowork

Logo and Branding Case Study

SynchroWork is a project and team management software as a service product. It is from Vivid Mynd, a company based in India….

It is targeted at agencies, mainly creative agencies, with multiple clients. The software comes with all the features one would need to run an agency such as tracking projects, tracking the different sub-elements of a project, time, billing invoices and many more. It even has a mobile application for their clients to check progress, invoices and approve stuff from their side. As the name suggests, it synchronises all the works….

Client: Synchrowork

Parent Company: Vivid Mynd

Location: Bihar, India

Segment: Software as a Service Technology

Target Audience:
creatives and creative agencies

Keywords:
Professional, Simple, Modern, Corporate, Vibrant, Scalable, Clean, Minimal

Elements Designed:
Logo, Visual Identity / Brand Identity, Brand Palette, Brand Guide

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The Moodboard

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The Logo

Logo exploration is the phase where we sketch out and render low fidelity versions of prospective logos. In this stage, the goal is to explore as many viable ideas and directions as possible….

We shortlist ideas and further explore shortlisted routes. After a few iterations and several low fidelity logos, we decide on the idea to develop the final logo on. The benefit of this process is that we get to check as many secondary options as possible without wasting much effort on rejected variations….

The direction we finalised through our logo exploration phase was a pictorial mark focusing on the letter ‘S’ and the act of ‘synch’. So, we designed a monogram of ‘S’. The monogram logo, with the help of negative space, emphasises the act of collaboration between the two sides of the users of the platform and the act of synchronisation….

We further designed vertical, horizontal and favicon lockups. We also modified the chosen typeface DM Sans a little for the wordmark to be more in synch with the pictorial logo mark….

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The Brand Palette

The brand palette primarily consists of four components- Soft Skin, Synch Purple, Work Pink and Hard Blue….

The combination of these four colours, especially in the form of gradients, give a vibe of corporate fun. The corporate vibe attracts the clients’ side of the userbase. While the fun vibe attracts the creative agency side of the userbase….

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The Brand Typography

The typeface chosen for the brand is DM Sans. Being a sans serif typeface makes it a good choice for a tech brand. With a low-contrast geometric design, it is intended for use at smaller text sizes. This property makes it very handy for a good UI….

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Example of Usage

Since SynchroWork is a saas product startup, some possible usage of its logo can be in the form of wall signage, the application favicon, wall branding etc. Hence, we wanted to try out how the logo might look under these uses through mockups. And we were pretty satisfied with the outcomes….

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Social Media

Social Media is the number one place for marketing a brand and building a community around it. For it, the team extended the clean and simple look of the saas platform’s UI. An ample advantage has been taken off the set brand palette and typography….