The making of the corporate identity for Capsidea online analytics platform

Studying the company’s sphere of business: various types of graphs, beautiful examples of data visualization. Looking for discrete elements that could form the core of the logo.

The first ideas.

A sea of data?

Looking through the service documentation, trying to find some numbers we can work with.

Four main elements—that’s something. Simplifying the graphs to the extreme.

Four bars if you look from above—four levels, four simple steps, totally user-friendly, almost game-like.

Turning to parametric graphics, scripts and functions.

Beautiful. Looks like an iris. The artificial intelligence that can glimpse into the future and predict the fate of the business. Maybe this is what we need?

Art director: Let’s give it a try. And the steps, too.

Making presentations for the two opposing concepts and showing to the client.

The client chooses the eye.

Working on the shape, adding a reflection to make it more recognizable.

Going to the type designer for the text part of the logo. We want something futuristic, digital, robot-like, but in moderation.

Generating complex patterns.

Making simplified versions of the logo and the icons, assembling the brand book.