Scott Logic
Rebranding and reframing UK-wide tech company Scott Logic, for the future.
SarahCreated
Logo
Stationery
Pride Assets
Brand Guidelines
In today's fast-paced and ever-evolving technological landscape, I had the privilege of taking on a challenging rebranding project for Scott Logic, a technology consultancy with over two decades of experience. The task was to help the company stay true to its core values while embracing change and modernising its visual identity. Alongside this, the company expressed the need to redevelop their brand tagline, which had been "Altogether Smarter."
The Challenge
Scott Logic had a strong foundation in financial services, and I wanted to respect its history while evolving its image. The existing logo, with its hint of conservative corporate aesthetics, needed to be transformed to reflect the company's character and values. Scott Logic prides itself on thoughtfulness, consideration, and a commitment to making technology accessible and equitable for everyone. It had also expanded its focus into the public sector and energy, broadening its target audience. The challenge was clear: How could I visually represent these values and maintain a commitment to a premium service without resembling larger consultancy competitors?
The Solution: A Transformation within Existing Boundaries
The rebranding process began by thoroughly understanding Scott Logic's essence and aspirations. It was decided to work within their existing brand guidelines, which included their colour palette and graphic elements. These elements formed the foundation of the design journey, ensuring a seamless transition that retained familiarity while introducing innovation.
Part of the brief was to work within the existing colour palette to maintain continuity and recognition. Within these boundaries, I introduced a new brand typeface and meticulously adapted it to create a unique and memorable visual identity. This innovation was a pivotal step in achieving a distinct brand presence
Re-developing the Brand Tagline
Scott Logic's previous tagline, "Altogether Smarter," needed a fresh approach. The company wanted to move away from a tagline that could be interpreted as arrogance, and they wanted to shed the elitist connotations associated with the word 'smart.'
To ensure the new tagline resonated with the target audience, I conducted thorough research to delve into the background and development of the old tagline. This research included client feedback, market analysis, and an exploration of the brand's ethos.
The goal was to make customers feel confident, reassured, comfortable, and like they were receiving a premium service. I presented two rounds of creative decks with fresh taglines. After careful consideration, and minimal tweaking, the final tagline chosen was "Expertly technical, reassuringly human." This tagline encapsulated the balance of technical expertise and a human touch, emphasising the premium service and reassurance that Scott Logic aimed to deliver.
The New Logo: A Balance of Legacy and Innovation
The new logo was the cornerstone of the rebranding effort, and it had to balance the legacy elements with innovative design. While the colour palette and tagline typeface remained, I replaced the existing typography with a bold, sentence-case font to symbolise confidence and approachability. The geometric shapes within the logo represented the custom-built solutions that Scott Logic provides, tailored to each client's unique requirements.
This careful blend of legacy elements with innovative design showcased the delicate balance between the past and the future, all guided by Scott Logic's core values and vision.
Communicating the Message
The logo transformation was just the beginning. Scott Logic's new campaign aimed to educate leaders on harnessing the potential of AI while protecting their organisations from the associated risks. Stephen Foreshew-Cain, CEO of Scott Logic, emphasised the importance of direct access to the company's experts during times of endless possibilities. This messaging aligned perfectly with the brand's commitment to accessibility, ensuring that clients could seek expert advice tailored to their specific needs.
The new brand identity also emphasised a pragmatic approach that went beyond the hype and emphasised clear, straightforward technology-based solutions. Matt Phillips, COO, expressed the company's dedication to working closely with clients, understanding their stringent requirements, and developing solutions that were both innovative and comprehensible.
Results: A Seamlessly Evolved Identity
The rebranding of Scott Logic breathed new life into the company's identity. The transformation not only distinguished Scott Logic from its competitors but also aligned it with the evolving needs of its clients. The commitment to accessibility and the focus on custom-built solutions now shone through the new logo and the accompanying messaging.
Scott Logic's journey to rebranding serves as a testament to the power of visual identity in communicating a company's values, purpose, and commitment to its clients. The project represented a pivotal moment in the company's evolution, demonstrating the success of our collaborative effort between the branding and website designer and the company's leadership.
Conclusion: Evolving with Elegance
The rebranding of Scott Logic is an example of how a company can reinvent itself while staying true to its core values and existing brand guidelines. In an era of rapid technological advancement, the transformation showcases Scott Logic's unwavering commitment to accessibility, expertise, and bespoke solutions while seamlessly integrating existing brand elements. The new logo and messaging speak to the company's character, providing a fresh and engaging visual identity that represents its forward-looking approach. The project highlights the critical role branding and design play in communicating a company's essence and vision to its clients and the broader world, all within the boundaries of existing brand guidelines.
If you are looking for a similar project that aims to transform your brand identity, please feel free to get in touch with me. I'd be delighted to help you embark on a journey of brand reinvention and evolution.
I commissioned Sarah to design our new logo. After finding her through a Google search, we had several calls where she took the time to really get to know us as a company and what we want to be known for. I loved the Trello board and the steps she took us through, and the new logo and taglines she designed for us have been very well received. I wouldn't hesitate to recommend her to anyone looking to develop/refresh their brand.