Technology Company System Refresh
Alfresco is a modern, integrated content services platform that is secure and open, accelerating business transformation.
I refreshed their visual identity, combining attributes from Alfresco's logo with their ‘simply a better way' tagline to create a fresh, open, and upbeat brand system. This work was completed while working at New Kind.
Modern. Clean. Light. Fresh. Upbeat. Open.
The goal of the revised visual system is to embody simplicity and open clarity.
Graphic components are built using the forms within the logo as a basis, creating petals and seeds.
Linework applications of the petal and seed shapes are broken into two main categories: blooming and nested patterns. Blooming shapes all radiate from a central point. Nested shapes sit within each other.
Lines can also be expressed not as closed shapes but as continuous, extending off the frame edge and curving in forms that allude to growth.
These shapes can also be expressed as fields of color that create landscapes.
Shapes can also be used as image containers in combination with image filters based on the palette.