Ylem
Logo, Naming and Branding Case Study
MarvellMist is a B2B SAAS and HAAS deep tech company based in Bengaluru, India, that provides IOT and automation solutions….
Starting its journey in Bhubaneswar, and now in Bengaluru, MarvellMist provides end-to-end hands-off IOT automation solutions for its clients. MM specializes in delivering custom affordable solutions starting from developing Proof Of Concepts to executing fully integrated solutions. Ylem, its SAAS offering, is a single core platform integrated with and controlling multiple HAAS gateways and sensors….
Client: MarvellMist Pvt. Ltd.
Location: Bengaluru, India
Segment: B2B SAAS + HAAS IOT automation
Target Audience:
CTOs and IT management in healthcare, hospitality, agritech, mining, and surveillance tech at SME level….
Keywords:
Transparency, Deeptech, Humble, Smart, Robust, Innovative….
Elements Designed:
Logo, Brand strategy, Verbal identity, Visual identity, Design system, and Brand guide….
The Problem
The parent company MarvellMist has existed for some time now. Although it has a successful customer service record, the company hasn’t been able to make a brand impact. Launching Ylem as a SAAS product is an attempt to make that impact, besides developing a source of recurring revenue as a value addition….
The Solution
Instead of rebranding MarvellMist, we decided to launch Ylem as a fresh brand. From naming to the entire design system, we created a timeless appeal for Ylem that could stand on its own. We distilled the essence of the parent brand and adopted it into Ylem as the base. But we didn’t inherit any verbal or visual similarities in terms of brand identity….
The Results
The fresh branding of Ylem with its design system and extensive brand guide became a strong base for the brand. It didn’t just give Ylem a global standard of professional appeal. It also became the building blocks for developing the SAAS product….
The Ideal Customers
We started developing the brand strategy by strategizing the ideal customer profiles. For a brand to connect well with its audience, it needs to understand who its ideal tribe is. For Ylem, the right audience was 3 tiers of the IT professional sector at small and medium enterprises with a need for sensors-based surveillance technology….
The Mission & Vision
When done right, the mission and vision statements become the guiding principles to drive the brand toward its destination and beyond. But for that, they need to be meaningful and boutique enough to be applicable to the brand. For Ylem, we distilled the Why of its parent brand, MarvellMist, and put it into words….
The naming
While launching the new brand, the decision was to not derive verbal and visual identity from its parent. However, it was important to carry forward MarvellMist’s philosophy of staying connected to its roots while developing a global reach. After exploring several options, the name we settled on was Ylem. “Ylem” is not just a new beginning, it stands for the beginning of the universe itself – a primordial singularity….
The Logo
The logo of Ylem needed to be futuristic and scalable to represent its deep tech and global ambitions. It also had to be connected to the roots of the parent company MarvellMist. So, we took a linear Y monogram identity route. The logo design of Ylem also includes an abstract representation of a chip and elemental expansion. To make sure that the visual identity stands the test of time, we designed an elaborate identity system of different logo lockups and colour variations for all possible scenarios….
The Brand Colour Palette
Singular Grey and Primordial Red.
The primary Grey and Red brand palette of Ylem is designed to evoke a sense of trust in the deep tech and differentiate the brand from competitors.
The combination of Singular Dark Grey and Universal Mid Grey as the base colour palette creates a sense of elegance and foundational reliability. This addresses the lack of trust in modern technology and helps Ylem stand out in the market full of over-saturated copycats.
The Primordial Red brings in the touch of the power of a future-ready deep tech. It highlights and draws attention to the important pieces of information giving clarity to the users.
This brand palette is also designed to bring forth a sense of belonging to Odisha, the native place of the founders.
The Brand Typography
The typographic brand identity for Ylem was designed to be scalable, user-friendly, and trustable. The typeface selected was Inter. It is a variable font family carefully crafted and designed for computer screens by Rasmus Anderson. Its focus on on-screen readability and digital compatibility made it perfect for Ylem which is a SAAS brand with wide HAAS application ambitions….
Supporting Brand Elements
A brand needs to exist much beyond its name, logo, palette, and typography. An effective way to ease that process with a solid base is to develop some supporting brand elements. For Ylem, we developed a group of branded patterns, shapes, and core messaging. We derived the patterns and shapes from the core visual identity – the logo. And we developed the core brand messaging from the essence of the brand’s persona. These supporting brand elements give the brand a base to build and expand on….
The Brand Guide
The role of a branding project should not end with the brand identity. It should also prepare the brand for the journey ahead. One of the important things to do for that is to prepare the brand on how to use the brand identity. And the best way to do that is through a brand guide. It is an extensive guide on the what, how, and why of a brand’s visual and verbal identity. The brand guide we developed for Ylem includes a detailed guide on its target demographics, brand strategy, name, logo, palette, typography, brand elements, messaging, and their usage….
Advertisement from the Internet:
Check the previous Case Study
Design & branding resources
Free Display typefaces, vector logo bungle, document templates, mockups and more….