Industry
Media
Client
Interpublic Group
Expertise
Brand Strategy
Logo design
Scaleable design
Enterprise design
SaaS Logo System
Overview
This logo system is created to support 40 products and 50 white labels at present, with the potential to scale infinitely. The MVP supported 880 logos.
Opportunity
Create a logo system for Interpublic Group’s (IPG) proprietary product suite of 40+ applications, the Marketing Intelligence Engine (MIE). The logos should work with the parent holding Company, IPG, as well as its many sub-companies, brands, and clients. It should scale for 50+ white labels, with potential for unlimited logo and white label variations.
All products and platforms should feel part of the same experience.
Bonus Points
Scaling the logo system to create new logos and white labels should require as little Design and Engineering effort as possible.
Research
We studied corporate architecture, and concluded IPG followed the Endorsed Brand strategy. This lead the conceptualization of the logo system in a similar Endorsed strategy.
We determined a Linear Structure would create the most intuitive brand experience. A parent logo would feed group logos > would feed product logos. Everything should fall out of the Master Logo, to create a seamless ecosystem.
Solution
A utilitarian, grid-based logo system uses a minimal, square grid to create a custom alphabet.
A formula for creating Product logos from the master logo was created, allowing for quick and easy scalability to infinite products and white labels.
Each logo has a framed inverse and isolated positive. Each logo is generated using the first two letters of the product.
For any discrepancies, the first letter of the second syllable is used.
Results
The logos are displayed in the left navigation, working seamlessly with the MIE Platform logo, the product UI, and brand and client logos.
