Geometric patterns that could be used across different scales and contexts
Illustrations can be useful for demonstrating complex concepts
Imagery that relates to data science and visualisation without being cliche
Mathematical symbols reflect the data-based nature of the company’s offer
Contemporary design, without alientating its corporate audience
With a suite of services aimed at C-level executives and leadership teams, Exell Intelligence’s visual identity needed to distinguish it from competitors without alienating its corporate target audience – whilst also reflecting its focus on people.
The Exell Intelligence logo utilises curly brackets to reference mathematical equations as well as the silhouette of a face. Each letter features a mixture of rounded and sharp edges to create a more ‘human’ feel, further highlighted by the double Ls in each word.
The face silhouette was also used as a visual device in icon form or across pages.
Colours were inspired by lifestyle and interior trends to create a sophisticated, contemporary corporate palette. Petrol blue with a hint of teal forms the base colour, to be used for most applications including body text. This is paired with olive green, a secondary colour used for headings and key icons.
Neon magenta functions as an accent colour, to be used sparingly for full visual impact. Finally, deep magenta provides a further tertiary option for print collateral.
The client requested that Nirmala UI remain in use as the primary typeface for documents, so Open Sans was selected as a web-only option for its aesthetic similarity and clarity at different sizes.
The responsive website was built on WordPress, bringing together all the different visual elements with selected imagery in keeping with the brand colours and aesthetic.
Exell Intelligence was launched in early 2020, followed by the corporate website in May.