TWO identities in ONE
Two new digital products with big potential emerged and it was important for the team behind them to give the products proper identity, as they were about to promote them.
I worked closely with the team to build a brand identity that is “modern and smart”, but most of all, meaningful.
As the two products can be used and promoted separately, an important requirement was to have two identities that “speak the same language”, and work together, but also on their own.
Cortex identity
The logo is a composition of the logo mark and the font.
To keep the logo clean, modern and simple, both of the elements have reduced shapes and forms. The logo mark is a representation of the left side of a brain. The curves illustrate the brain curves and the entire shape is formed in the letter “C” (standing for Cortex). The font is round and simplistic as well, which also contributes to the general clean and modern look of the logo.
Neuron identity
As the logos are to be used together, consistency between the two is very important. The Neuron logo uses an identical structure with the Cortex logo, which consists of a rectangle for the logo mark on the left and the text on the right side. In addition, the logo mark is built with a weight similar to the Cortex logo and represents the connections of neurons. Following the circles in the logo mark, a letter “N” for Neuron can be seen.
Cortex + Neuron
An important aspect was how the two logos will work together and it was taken into consideration from the start. The variations bellow are a showcase of "Responsive" logo, in which the logo adapts to the size its been used in, and the complexity it requires.
Colors and typography
The colors used are bright and modern, and work well when used alone and together, both on white and dark backgrounds. The Cortex Neuron black has a dark blue tone to create a better color composition with the Cortex pink and the Neuron blue.
The font used for the logo is the free Google font “Raleway”. 2pt character spacing is given for good readability.
The Cortex / Neuron team was very pleased with the results. The new identities motivated the team and gave the products matching images to the quality of services they offer. The team has since proudly promoted the products and the they have evolved ever then before.
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