A new brand for AppSmart – a global cloud software service provider.
Market-leading cloud service reselling, out of the box. AppSmart enables anyone to resell cloud-based IT – combining high-end tech with a bespoke and human service.
There were two distinct strands to the product we looked to communicate in AppSmart's new identity: high tech and human. Resolving relatively complex tech / digital ideas is something we repeatedly encounter with new branding projects. With AppSmart we had the added layer of complexity in their service being largely cloud-based.
Using the 45° angles of abstracted A and S letterforms we created a dynamic monogram communicating important internal and external strategy and positioning themes – namely equality (the democratisation of technology) and parallels (between dealers and users).
Working with the team at AppSmart, we applied the new brand to both digital and printed touchpoints – including document templates.
The identity is grounded with modernist typographic application and a timeless colour palette.