Servers.com brand system
One visual language, 100+ pages of rules and 120+ templates:
the system three brand iterations survived.
Challenge
Servers.com sold to startups, then to enterprises. Same brand, a buyer who wanted a different kind of credibility — across a website, a dozen campaign channels, four event formats and a sales team writing its own decks. Every repeat request came to me.
Approach
I turned the visual language into rules people could actually follow: components, templates for campaigns, events, content and sales, and the guidelines that explain how to use them. Digital set the pace; print, events and merchandise inherited the rules.
Outcome
Every channel worked from one library and one set of rules, and I made most of the assets from it myself: campaign pages, decks, social sets and event graphics.
Pages of guidelines & examples
Reusable components & templates
Web, social, campaigns, events, content & sales
Built for distributed teams across markets
Visual language
The updated visual direction used a darker base, controlled accent color, geometric rhythm, and image rules that hold at any size,
keeping the brand consistent across campaigns, content, and events.
Brand system starter pack
Logotype: continuity without losing recognition
Ten years of recognition sit in that mark, so redrawing it would have cost more than it earned. The structure customers already knew stayed exactly where it was.
What changed is the detail: I simplified the internal geometry so the mark holds at favicon size, and set it in a red circle that reads the same on a data-centre door and in a browser tab.
Logo construction rules and brand applications
A stronger brand signal
I introduced the badge as a premium brand marker. Its circular form and gold texture add authority and visual weight to high-value communications.
Complete color system
The palette was expanded into a structured system for digital and physical applications.
Core colors define the brand identity, while extended graphite and gold scales support data visualization, hierarchy, and tonal depth. Controlled gradients add flexibility without diluting recognition.
Core, extended, and functional brand color scales
The system’s central device
Derived from the servers.com sign, the main pattern carries the identity on its own. Its continuous geometry reads as technical precision and connected infrastructure.
Typography
Hierarchy, scale and usage rules across digital and campaign touchpoints. Sizes, weights and line lengths are set for contrast and readability first, then checked for looks. The typeface had to carry the brand and be available to everyone: legal, HR or sales open a template and the type is already there, with nothing to install.
Complete typography system for servers.com
Core visual metaphor from the AI illustration system
Illustration, when the stock routine ran out
By 2025 the brand needed more illustration than the old routine could make. Every asset meant searching stock, licensing it and redrawing it — and it never quite spoke the language we had been building since 2024.
So I built a generation system: the designer sets the brief, the composition, the art direction and what gets rejected, and AI executes inside those limits.
It has produced 200+ publish-ready images in one visual language, with no in‑house illustrator.
End-to-end AI illustration workflow: brief, generation, art direction, and post-production
Extended outline icon library for the servers.com brand
Icons
The icon system uses a clean outline style, consistent stroke weight, and balanced geometry.
It starts with Tabler Icons and extends into custom symbols drawn to the same rules.
Infographics
Examples for the website, blog, white papers, product pages, pitch decks and sales presentations.
A modular system for comparison, pricing, and infrastructure data.
The presentation that ran on the iPads at our GDC stand — left out for anyone to pick up and read
Social media visual system
I developed a complete layout system and component library for high-frequency content production.
Reusable templates, modular components, and clear composition rules help the team create social assets faster without sacrificing consistency.
- 75+ reusable assets
- Reusable component library
- Clear, practical usage rules
- Ready-made campaign graphics
LinkedIn post templates
and guidance
Each template combines reusable components with clear instructions for content, hierarchy, and image use.
Reusable layouts for product, campaign, event, and editorial content.
Servers.com YouTube channel visual system
A system designed to stay useful as the brand grows.
The work turned a collection of visual decisions into one shared layer for daily brand production — from the rules to the templates the team opens every morning.
- One visual language across brand, product, sales, and content
- Reusable components instead of one-off layouts
- AI illustration in the same visual language
- Clear guidance for distributed teams and external partners
If this is the kind of case you are hiring for, I am happy to walk through the decisions behind it.