Next generation content analytics

Visual identity and brand manual for Content Insights – the editorial intelligence package created by editors

Current state analysis


Overall balance issue – logotype is looking like it will fall aside any moment

1 of 5

Outdated (too scifi/square/robotic) typography. Serious issues when scaled down,  especially for the bold “Insights” part. It feels like two different fonts are used (look at the letters t) causing inconsistency.

2 of 5

Even though the somehow creative intervention at the letter “t” it doesn’t communicate well –
it feels a bit amateurish 🙂

3 of 5

Fairly generic and unmemorable graphic element, especially when used as a standalone icon.  Uneven bars are also inconsistent.

4 of 5

The overall layout of the logo, together with the usage of sentence caps prohibits it’s proper transformation to (often necessary) vertical (stacked) logo variation

5 of 5



Proposed actions

Logo redesign with the goal to make it a bit more grown up, portray the right message and make it not stick the wrong way 🙂 in the company of client or competitor logos while maintaining the company culture and voice style.

It also needs to be more usable and scalable in different applications (horizontal / vertical, standalone icon need to be more recognizable, etc…)

Initial logo exploration

Idea of this exercise  was to cover a number of different possible paths – some of which a bit straight forward and some bolder ones 🙂

Final sketches

After a lot of consideration, decision was to go with toned down logotype set in Futura font, working in balance with the icon which is abstract ci monogram constructed using key element of the previous one (bar graph) and transforming it to a dynamic pie chart.


Long time ago, one of the main questions regarding legibility of newly created logo was “Does it fax?” Nowadays it’s “Does it avatar?” The point is that the logo needs to work in constrained (let say 32x32px) environments like app icons.

Correct / incorrect logo usage

Correct logo ussage incorrect logo ussage


Brand pattern

Patterns create interest, texture, balance, and an extra special touch that flat colors just can’t give you. They support brand message and reinforce branding through consistency and recognizable elements.



A well-proportioned, clean font can make all the difference on a website or even a corporate flyer. Good typography creates that “There’s something about that” feeling in people’s consciousness.

Futura PT

Futura is a geometric sans-serif typeface. It has an appearance of efficiency and forwardness.
The design of Futura avoids the decorative, eliminating nonessential elements, but makes subtle departures from pure geometric designs that allow the letterforms to seem balanced.

Nimbus Sans

Nimbus Sans is a sans-serif typeface created by URW++, based on Helvetica.

Nimbus Roman

Nimbus Roman is a serif typeface created by URW Studio.

Office font alternatives

When primary fonts are not available for cross-platform compatibility use alternate fonts.

Font hierarchy

Proper font hierarchy improves readability and gives further focus on content. It is important to maintain it across all branding channels.


Corporate colors

Color plays an important role in every corporate identity program. The colors below are recommendations for various media. Consistent use of these colors will contribute to the cohesive and harmonious look of the Content Insights brand identity across all relevant media.

Primary colors

Secondary colors

Business cards

Size: 85x55mm
Print: offset, double sided, full color
Paper: 350 gsm matte


Size: A4 – 210x297mm
Print: offset, full color + MS Word template
Paper: 80 gsm offset

PowerPoint template

Slide size:

wide screen 16:9


Size: 100x200cm
Digital print