Distilling a brand's uniqueness into a cleaner identity

As a startup company, Stratex was quick to develop a logo. The original design consisted of concentric broken rings and radial elements.
However, the existing logo was difficult to read on colored backgrounds and small sizes. Therefore it needed an update, to make it more recognizable and suitable for various media.

Redesigning the logo and visual identity

I was tasked with creating various alternative designs, which you can see below.. The choice fell on the evolution of the previous logo. Of which the most distinctive colors and shapes were used.
The next step was to add a solid color background and neutral typography. To make these solid colors a bit more distinct, the primary colors were added on the bottom in a straight line combination.

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Renaming the product as 'Suite'

Besides rebranding the company, its software also needed strategic repositioning.
The software consists of various dashboards that are all used for their own distinct purpose and users. Labeling these dashboards under the same banner was therefore little confusing sometimes.
I proposed naming the dashboards as separate tools, which could then bundled into a Suite.

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This approach offered the flexibility to sell (and license) to client exactly the tools that they wanted.

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