Technology Company Branding
Sidero, formerly Talos Labs, crafted a new open source operating system for Kubernetes and automated its installation and management across the stack. This made it simple to securely deploy, manage, and run multiple clusters in multiple locations, with the goal of making innovation easier to spark, create, and launch.
While working at New Kind, I lead the Sidero rebrand as they transitioned from Talos Systems. When creating the new logo and visual system for Sidero, we wanted to preserve the Greek mythological link, connect to the origin of the name, and express the attributes of the platform itself.
The linework references a singularity, disparate parts coming together in one place, reflecting the platform’s functionality.
The lines also express an adaptable strength that flexibly holds its form.
The containing shape of the mark alludes to ancient Greek shields, touching on Sidero’s roots in Greek mythos and the company’s focus on security.
Tempering colors of steel
Sidero’s color scheme draws heavy inspiration from the forge and molten metal. The spectrum of Sidero’s palette is closely tied to the molten state of metal when it is most malleable, transitioning into the various cool tones seen once steel is tempered.
The juxtaposition of malleability and rigidity is also present in the moiré patterns we created for Sidero. Straight, parallel lines create an organic fluidity when overlapped, mimicking pooling liquid iron.