Overview of Digital Asset
The Digital Asset platform offers a flexible structure for regulated financial institutions to share processes and data securely, without the need for reconciliation. They offer and help companies run business applications. We were asked to create the brand for this company and the first website as well. At the time that we created the branding for Digital Asset, back in early 2014, blockchain was still not a fully trusted technology because it was usually associated with early bitcoin, cybercrime and the dark web. This view and reputation was important to take into account when working through this branding challenge.
Our Strategic Approach to Creating the New Identity
We had to make sure to make a brand that showcased a trustworthy and positive brand, one that people can trust. Our design process began with exploring various words that relate to the company and to pinpoint the most important concepts that could represent the technology, the company and their offerings.
Creating a Meaningful Logo Icon
After doing a deep brand strategy dive into the company, we pinpointed some core concepts that we felt should be represented heavily in the branding and especially the icon. The main concept behind the logo is the idea of having two objects merging into one, and creating a result, or a settlement which is represented through the arrow that is pointing towards the right. The idea behind the shape is that the three objects together create a hexagon and a cube at the same time. Both shapes showcase the idea of merging into one.
The following themes were most important in the creation of the brand and the logo mark.
- Two objects coming together to symbolize a trade
- An arrow pointing to the right to symbolize a settlement
- A 3-dimensional cube to symbolize the block in blockchain
- Symmetry in the overall shape to symbolize trustworthiness and balance
A Strong Brand Identity Tells a Valuable Story
The end result is a minimal logo design that has complex and layered meanings that relate to the core technology, product offering and values of the company. There are clear concepts behind the story of the logo and within the brand identity system we created for Digital Asset that can be used throughout other marketing and branded materials. Every brand, B2B or B2C, should be have a brand identity system with meaning and powerful stories that create trust, drive engagement and help convert paying customers.
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