01
Servers.com corporate identity renewal 2020
About Servers.com
Servers.com is a global company that provides unique hosting solutions for small and medium businesses.
Servers.com is a global company that provides unique hosting solutions for small and medium businesses.
Situation
Before the renewal, the brand visual identity only consisted of logo, black/red color palette and one photo of servers.
Before the renewal, the brand visual identity only consisted of logo, black/red color palette and one photo of servers.
Project aim
We decided to create a full visual communication system that will differentiate the company from competitors. We also updated the logotype.
We decided to create a full visual communication system that will differentiate the company from competitors. We also updated the logotype.
02
Moodboard
As a basis for visual communication we took
a triangle that figures three crucial keywords:
• Network
• Hardware
• Technology
We realized that the triangle is the best shape to grow a mathematically based visual system. We also used three elementary shapes as basic graphic elements:
• Line
• Triangle
• Circle
a triangle that figures three crucial keywords:
• Network
• Hardware
• Technology
We realized that the triangle is the best shape to grow a mathematically based visual system. We also used three elementary shapes as basic graphic elements:
• Line
• Triangle
• Circle
Yefimov Sans font mirrors company aesthetic and works perfectly for web and printing. It looks good at both cyrillic and latin letter system.
05
Base shapes & grid
Hardware
Network
Technology
Fonts
03
We didn't change the color palette that existed from the very beginning of the company. We only made small corrections and chose the colors in Pantone system.
The main visuals we worked with: motherboard layout, a metaphor of the network, cabling and some technical equipment.
Pantone 032
#EF3340
0 83 66 0
#EF3340
0 83 66 0
Pantone Black
#252525
0 0 0 85.4
#252525
0 0 0 85.4
Pantone White
#ffffff
0 0 0 0
#ffffff
0 0 0 0
Colors
04
06
Polishing logo
Though the company is still young, it already has many customers. That's why we didn't change the whole conception of the logo but only facelifted it using the golden ratio.
Logotype animation
06
Customer Power
Servers.com believes that its customers are the new generation of IT specialists making innovative projects. We decided to draw a portrait of such customer to become closer to them.
Developers spend loads of time in front of computer, so they are called «red-eyed». We made a portrait according to our triangle grid. We use this image for different types of visual communication: as laptop stickers, as beer label for Moscow data center launch party, etc.
Developers spend loads of time in front of computer, so they are called «red-eyed». We made a portrait according to our triangle grid. We use this image for different types of visual communication: as laptop stickers, as beer label for Moscow data center launch party, etc.
07
Worldwide company
Servers.com's offices and data centers are located all over the world. We draw the icons symbolizing each place and the map with data centers.
08
Patterns
With our grid we can make as many patterns as we need. They can be used for business cards, promo materials, etc.
09
Business cards
We made special business cards for Servers.com top management. The cards are based on triangle grid and have a dynamic column system.
The columns you use depend on the length of the name and person's position. We can place triangles, circles and lines wherever.
Those business cards were meant to be a premium quality: a thick paper, two colors letterpress on the front and blind letterpress patterns on the backside.
The team
- Dmitrii PolezhaevArt director & graphic designer
- Daria TkachenkoProject manager
- Nick MokeevDesigner, UI/UX designer
- Alex PuchkinDigital project manager
- Tata MalovaCartoon illustrator
- Andrew NesterovAnimation artist
