When I first excepted the job at Intellastar, I was not happy with our companies branding. I had voiced my concern to my manager and a few other people in the office and found I wasn’t the only one. I took it upon myself to start coming up with ideas outside of work. Within a few months I had come up with a concept and a style guide to go along with it. Being that I was still pretty new there I didn’t think it was my place to bring this up with my boss just yet. I waited another year before presenting it. It was a risky move because the current branding at the time was something he took part in, and was proud of. The presentation went incredibly well and he gave me the go ahead to begin the re branding of Intellastar.
When creating the Icon I wanted to create something that was iconic yet ambiguous. It had to be a metaphor for everything that makes up Intellastar. The sharpness of the vertical line paired with the roundness of the circle shows two unlikely objects relating to each other much like our users relate to the things they are monitoring. The “stack” that makes up the bottom portion of the ”I” is a metaphor for the different layers that make up Intellastar. The Red square mimics the geometric nature of architecture. A brighter more energetic red was chosen to breathe a new life into the brand. Where as a darker red is associated with rage, anger, and willpower, a lighter red represents leadership, passion, and “energy”… how fitting.
Intellastar Connect is an integral part of the Intellastar brand. Because of this I thought it was important for it to have its own icon. The icon is similar enough in style and in shape that it is still recognizable as part of the Intellastar brand, but different enough to know it is its own entity within the brand. The Logo itself follows the same stylistic guidlines as the Intellastar logo.