For this brand we wanted to convey the message that data can be functional, but also it can be fun. We employed the parallelogram psychology in the logo structure where the logo itself represents incrementation and movement, the way a chart would.
For the typography the use of a strong and bold font is key. The bright yellow color is representative of the “highlight marker” effect and its use is to bring attention to details throughout the brand. The use of graphical elements, such as dots and geometric shapes, is intended to be represented in headers and other document elements that the company will be using, they are subtle but complimentary and won’t be distracting when used with the data content. The overall feel is modern, clean and trustworthy, the way factual data should feel.