For The Public
FOR THE PUBLIC 1 of 1
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SyVox ReBranding/Identity/Marketing/Packaging
I had the opportunity to help design a new identity and rebrand SyVox Voice Recognition solutions for Genesta, a small software company located in Rockwall, TX. The program is used in warehouse settings to help streamline inventory and shipping procedures. It also helps increase productivity and accuracy awhile improving job safety. Genesta is an extremely talented group of individuals that you should keep your eyes on here in the future.
The SyVox identity was updated to showcase the programs many features and ability to work with a clients existing systems. I was charged with creating the graphic identity and visual language that would support the brand moving forward.
Above are the both the old logo and program icon. It is my belief that you should lean on existing brand equity with any rebranding project if its possible and appropriate. I dumped the “Futura Squish” typeface for Scala Sans, which when used correctly has a very “techie” look and comes across as efficient – an attribute that SyVox allows its users to have.
The program’s icon is well known in the industry so I cleaned up the execution. I then combined it with the logo type so that the icon would be connected to the name on a larger level than before.
Why Green? Genesta's logo type is blue and so was SyVox. SyVox was only 'step one' of a multi-phase program which will encompass all of Genesta's solutions and services. The identity you see here is part of a "Branded House" approach to the Genesta solutions and services. Each one is designated a color that will correspond to a larger identity program that will be released in the future.
Marketing, Packaging, Photos and More After the Jump! -
Challenge: Create Emotional Response in Design
I struggle every day with expressing my own “self” within the design I am making for others. I am sure like me, most of you have an inner desire to create. That this creation is not just something we do… but actually is somehow connected to our inner-self. To me the act of design is just as natural as breathing, and just as important to my overall health and well-being.
We, as a group, need to understand obvious expressions of who we are cannot be included in someone else’s message. (But inherently are included because no matter if you are the designer or the viewer you always bring your own emotional baggage to the table when ever interacting with any object or person.) Unless you pick your clients that match your political/social beliefs, you will most likely work on something that you deem somewhat irrelevant to society at large – its just par for the course at this moment.
If we can’t be worried about our own expression – then we should be worried about how people see the expression we are creating for our client on a level higher than – well will they recognize this brand? Or does this say expensive?
Let us challenge ourselves to design to a higher level based on human interaction, sustainability, and emotional response. Let us not “dumb down” imagery or information to the lowest common denominator.
Let us just not be people – but people who design for people… not consumers.
I challenge you to create design that is emotional.
Rebecca Wissler 12:53 pm on 01/11/2010 Permalink
I’ve been meaning to comment about how much I like this re-branding as a whole. Overall, I think the SyVox Sound Burst is such a smart way to visualize the way the technology works…if that even makes any sense. Either way, it’s perfect. Really nice.