Endow - Brand identity

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//Art direction - Brand design - Copywriting - Motion - Icon - Social Media - Strategy - Consultancy

Endow

Founded in 2010, Endow S.r.l. is a software consulting, development and training company that combines solid experience with technological innovation, providing solutions and technological infrastructures adapted to the evolution of the ICT market and the specific needs of customers, whether they are private companies or public administrations.

Design: Umberto De Cristofaro

Research: Umberto De Cristofaro & Andrea Burchiani

2023

Logo

The logotype was designed by selecting characters from the many glyphs available in the typeface, which then underwent an optical alignment treatment. The symbol, on the other hand, stems from the concept of the "triple E," which is intended both to recall the presence of 3 glyphs for each letter in the typeface; and to cite the "triple A" used as the maximum evaluation method for color accessibility by WCAG. These 3Es rotate around themselves approaching each other and forming a complex weave, from which a simpler, abstract symbol has been extrapolated, summarizing everything behind it.

Color palette

As mentioned earlier, WCAG values are also part of the design of this identity. The entire color palette was designed not only with an aesthetic purpose, but more importantly functional. To give value to the concept of user accessibility, only colors and any evaluable combinations between them were chosen.

Typeface

We have come to the aspect that is closest to my heart: typography. Inconstant is a typeface created in 2022 by Norwegian designer Daniel Brokstad, the latter with the goal of creating a typeface that could combat dyslexia, helping those suffering from it in proper reading. Brokstad focused on the irregularity of the shapes, so that the individual glyphs could be clearly distinguished from each other, and designed three different stylistic sets, so that the font could be adapted to different graphic needs. Added to this are the so-called contextual alternatives: each font has 3 different aesthetic alternatives, glyphs capable of adapting to the context and changing slightly according to the letters around them.

Motion & icon

For the icons, I opted for a solution that could be both aesthetically consistent with the brand and sustainable over time, in a way that the client could not depend on me in this respect: Google's Material3. Having defined what features in particular Material3 icons should have, some of them were completely redesigned to make animation possible, so that they could be used in digital media to add dynamism and visual focus.

Social communication and art direction

Determined, empathetic, clear.
As well as the tone of voice, photography should also respect these values. Stop the usual set and serious photographs, now obsolete even in the B2B sector. Make room for spontaneity, smiles, and the team. Social communication will see totally arbitrary alternation of photos and graphics. Since we do not sell products directly to the end consumer, it is even more important to publish content that has something to say, that can bring value to the image, or to the brand's offerings: the story of a day's work, communication of participation in an industry event, presentation of the work team, etc.

Bonus: Linneo

Linneo is a home-grown data visualization management software from Endow, with it not surprisingly sharing much of the branding and guidelines. The logo clearly and intentionally stems from the typographic work done for Endow, in this case, however, we see a different construction of the letters, which sees "Linn" totally redrawn in italic format, absent otherwise in the font, to symbolize the dynamism of the product itself during its use. The animation was made precisely by emulating the movement of the software's usage screens: floating data bubbles.