THE CHALLENGE: Change the outdated brand identity with a contemporary one that conveys professionalism, dynamism and trust.

THE CONTEXT: Soft Tehnica is a dynamic Romanian IT company, specialised in web development and software engineering. The company has a strong portfolio of software products and services designed to increase the performance & efficiency of various businesses. Having an outdated and inefficient image and due to its fast growth, the company needed to restructure its brand strategy and opted for a full rebranding process. 

THE CONCEPT: For the visual identity, I wanted to find an element from a scientific field that could convey the idea of multi dimensional complexity and innovation. In geometry, the hypercube, which led to the creation of the logo, is an n-dimensional analogue of a square and a cube.

The hypercube is a closed, compact, convex figure whose skeleton consists of groups of opposite parallel line segments aligned in each of the space's dimensions, perpendicular to each other and of the same length.

In terms of colours, I used a cold green combined to greyish blue with metallic-like gradients, to obtain a strong organic palette blended with precise geometric shapes, to convey the idea of efficiency, reliability and stability. For the logomark, I wanted to hybridise the hypercube shape in order to create a strong symbol, representing the letter S with a three dimensional look. However, it was important not to alter too much the original shape of the hypercube.

For the company slogan, I also wanted to give a human touch, which creates empathy for the brand. The slogan - Hands on Intelligence - combines the idea of professionalism with the capacity to adapt to the clients' necessities.  

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