Clevyr
From emerging startups to enterprise business, Clevyr helps turn visionary ideas into innovative technology.
Their team delivers custom software development and ongoing support to make organizations more intelligent, data-driven, and interconnected. Clevyr needed a cohesive and timeless brand identity rooted in human-centric qualities and elevated visuals that would position the brand with new opportunities to expand.
Brand Evaluation
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.
Logo
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.
Visual Language
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.