Clarity: A Bold Rebranding Project by Jeffery Fulton

A Corporate Identity Design Inspired by Coding Symbols

The Clarity project was an in-house rebranding initiative requested by the company's leadership team. Fulton, along with his team member Zoe Rogers, was tasked with creating a bold, clean, and unique logo. The inspiration for this design came from an unlikely source - coding logos and the popular productivity platform, monday.com. The team conducted thorough research to ensure their design was original and not derivative of existing work.

The uniqueness of the Clarity brand identity lies in its incorporation of coding symbols, signifying the company's tech orientation. The design constraints excluded trends like gradients and abstract designs, leaving the team with primitive shapes and coding symbols to work with. The result is a distinctive logo that stands out in the corporate landscape.

The Clarity logo is a combination of two different coding symbols, housed within a triangle to symbolize forward movement. The color scheme of dark blue and bright blue was chosen to communicate trust and tech respectively. The typeface, Neo Sans, was selected for its modern aesthetic that complements the logo's rounded corners.

This project was a collaborative effort between Jeffery Fulton and Zoe Rogers. Their creative ingenuity and technical skills have been recognized with a Bronze in the A' Graphics, Illustration, and Visual Communication Design Award in 2021. This prestigious award is bestowed upon designs that demonstrate outstanding creativity, resourcefulness, and a commitment to improving quality of life.

In conclusion, the Clarity project is a testament to the power of innovative design in creating a strong corporate identity. It serves as an inspiration for designers to think outside the box and find unique ways to communicate a brand's essence.