Clevyr

We eval­u­ated the com­pet­i­tive land­scape with those in the direct and broad indus­try who speak to the same audi­ence. Over­all, we found a huge gap in qual­i­ty brand­ing. Clevyr need­ed to con­vey trust, tech­ni­cal exper­tise and secu­ri­ty, and reli­a­bil­i­ty when walk­ing into meet­ings with major enter­prise clients. The Sin­gle Most Impor­tant Thing (SMIT) for this rebrand was to con­vey​“High-Tech Human­i­ty.” With grow­ing con­cern that tech will replace human work­ers, Clevyr cham­pi­ons a world where peo­ple and tech thrive along­side each other.

Build­ing on Clevyr’s brand attrib­ut­es, the new mark is called Rey­nard. The motif is inspired by two things: the cun­ning and clever nature of the fox, and the grace and beau­ty with which it car­ries itself. We want­ed to ele­vate the cur­rent mark and com­mu­ni­cate that Clevyr is an expert with tech­ni­cal prowess. 

To bal­ance out the sophis­ti­ca­tion, and to give the logo­type a more tech-for­ward feel­ing, we uti­lized an edit­ed ver­sion of Resolve Wide for the brand’s word­mark. The wideset let­ter­forms and all-caps for­mat gives the brand a bal­anced and trust­wor­thy vibe.

Typog­ra­phy is an often over­looked tool in the visu­al lan­guage tool kit. Red Hat is a work­horse. A sim­ple sans serif type­face with its mix of strong let­ter­forms and sub­tle curves, it con­veys a sense of con­sis­ten­cy and author­i­ty. GT Amer­i­ca Mono adds sub­tle hints of tech­nol­o­gy. The com­bi­na­tion is a true hier­ar­chy that exudes time­less­ness and forward-thinking.

The col­or palette is an exten­sion and re-imag­i­na­tion of the cur­rent Clevyr palette. We pushed and pulled on the val­ues to give it more vibran­cy and inten­si­ty. All of that cul­mi­nates in a much more mod­ern effect.

Pat­tern is a flex­i­ble asset that can be toned up or down depend­ing on what the moment calls for. Our Pelage pat­tern takes inspi­ra­tion from the fox’s fur. It flows, rip­ples, and trans­forms. It’s a sub­tle nod to Clevyr’s cus­tomiza­tion and tai­lored approach, and is flex­i­ble and adap­tive with­in the Clevyr brand.

Pho­tog­ra­phy is a pow­er­ful dif­fer­en­tia­tor in the com­pet­i­tive land­scape, which leans on gener­ic tech or whim­si­cal illus­tra­tions. Pho­tog­ra­phy allows Clevyr to gain an edge by bring­ing in visu­als with real peo­ple expe­ri­enc­ing the ben­e­fits of seam­less tech­nol­o­gy. We’re not focused on the tech itself — we’re focused on the pos­i­tive feel­ings and out­comes that Clevyr’s solu­tions empow­er peo­ple to have.

The result is an endur­ing and uni­fied brand iden­ti­ty, ground­ed in human­i­ty and enhanced by sophis­ti­cat­ed visu­als, that opens up fresh avenues for Clevyr to con­tin­ue to expand and reach a grow­ing num­ber of best-fit customers.