Creating a new visual identity

Brand identity for the collaborative software documentation tool

Planogy is a SaaS startup that offers the documentation tool for software engineers and their teams.

Project Type





4 weeks

The Story

Planogy founders realized that teams that discussed projects and software plans worked faster and more coherently. This was the motivation to build a better tool where teams can collaborate and discuss software design quickly.

The Metaphor

We created a design brief from the discussions with the Planogy team to explore their new visual identity. The keywords we found to define their identity are professional, productive, progressive, smart, and intelligent. From there we made first logo proposals and started an iteration working closely with Planogy founders.

Logomark Construction

Taking visibility, reproducibility, and expandability into consideration, we designed emblematic typography balancing it with the symbol mark.

Finalizing the logo

We delivered a brand guideline that summarizes the concept, rules, and specifications, as well as a full variation of use cases, such as t-shirts, name tags, and stationery.