Trakti felt the need to radically renew its design, inspired by its own values of innovation, efficiency and process simplification. After almost a year, we are ready to present a new graphic design for the brand, with a unique, personal and recognisable style.
Trakti is an end-to-end platform for smart, self-executing and compliant contracts running on both private and public blockchains to streamline the onboarding, negotiation, signature, contract automation, and management flows for scale-ups and medium/large businesses. The goal of Trakti is to assist companies from creation to signing of contracts, monitoring the process entirely in a compliant manner.
Trakti is an innovative contract process creation, management and automation platform and as such brings with it the desire for continuous change.
Trakti is always seeking progress, news, and development.
These continuous evolutions, dictated by Trakti’s product itself, have pushed the company toward a redesign that makes dynamic, futuristic and modern design its strenght.
Trakti has therefore decided to innovate, through the creation of a modern, up-to-date brand identity. This redesign is just the first step in what will be a period of great innovation for Trakti, which continues to look to the future with optimism and ambition.
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But, what is brand identity?
Brand identity encompasses all visual aspects of the brand. It is how the company presents itself to its consumers through elements such as mission, vision, design, colors, logo and concept (or brand description).
In short, brand identity is what the company looks like and how it wants to be perceived by its target audience.
Why did Trakti need to create a new brand identity?
Trakti presents itself as a platform with a modern and innovative UI that, through continuous updating, points towards a future of change and evolution. This happens both at the product level and everything related to its visual aspects, which must represent change through new and modern elements.
Analysing Trakti’s current brand, we can see a logo that is now dated. The important concepts of automation, speed and innovations are lost in the static nature of an outdated logo.
The pictogram concept, representing a pen, breaks the principles of the Trakti product, whose main goal is the elimination of contract paper and its digitization and automation.
Therefore, it was appropriate to do some work to re-evaluate the concept and elements of the logotype.
In creating the new identity, there were many and often iterative steps to be taken.
As Munari quotes in his book “Da Cosa nasce cosa”: “The design method is nothing but a series of necessary operations, arranged in a logical order dictated by experience.”
These fundamental operations, aimed at achieving a concrete goal, can be summarized as follows:
1. Briefing: the client discusses with the graphic designer to understand and define the goals of the project.
2. Research: the graphic designer must analyse and understand the market and competitors. In fact, by analysing similar companies, we understand how we can stand out and especially how to avoid replicating what has already been done.
3. Brainstorming: in this phase the focus is on key points. Brainstorming is a creative technique that aims to bring out ideas to solve a problem.
4. Mood board: along with brainstorming it is important to have a visual representation that brings together a set of images, words and materials inclined to our ideas. The mood board is intended to create an “inspiration map.”
5. Sketching: the ideas gathered in brainstorming and the mood board are concretized through sketches on paper.
6. Proposals: from sketch to vector. The most convincing and most developmental ideas will be concretized on a computer in vector. At this stage, decisions are made about the logo font, colour, and small details that will make the work ready for the final stages.
7. Client feedback: at this stage, at least 3 different ideas are proposed, so that our client has a wider choice.
8. Final delivery: the handover of the work to our client. It is good to deliver a Zip package containing all the exported files for online and offline use, in various formats (JPG, SVG, PDF) and the logo usage manual, i.e. instructions on how to use the logo on certain occasions.
In the next article, we will go through each design phase to understand the process that led to the creation of Trakti’s new logo.