Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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DE SIG N

FLAT

PR OJE C

T

DOUG LL

DE SIG NE

PETTER R

CL IEN T

ENCODE

Th

an

Encode

The interlocking letters of the logo stem from Encode’s core practices of

encryption, security, and system mergers. The attached or overlapping

letter shapes symbolize their expertise—two objects that are interlocked,

connected, and merged.

THE N A M ING PROC E S S

Encode is a leading systems integration  rm and premiere

IBM business partner. In 1997, when short, one-word company

names seemed to dominate the landscape, the company‘s

founder, Jerry Sforza, generated the name for his company.

“What single word describes what we do?” He thought “Code”

was the obvious choice, but seemed short and impersonal. After

some thinking, Sforza’s wife suggested Encode. It suggested the

action of the programming process with a softer, more pleasant-

sounding name. Sforza was attracted to the simplicity, honesty,

and directness of the approach.

A TRA D I TIONAL A P P ROACH

Over time, Encode outgrew its original identity and felt it no

longer properly re ected the company’s status in the industry.

So the design agency Flat set out to update the mark. While

Encode operates in the high-tech  eld, Flat didn’t want the

mark to have a tech-heavy feel. They employed a visual

technique that provided a sense of tradition. By designing

a classic mark, such as IBM of the 1950s, rather than

referencing today’s branding of the tech industry, the logo

makes the company look as if it has existed for decades.

The interlocking letters of the logo stem from Encode’s

core practices of encryption, security, and system mergers.

The attached or overlapping letter shapes symbolize their

expertise—two objects that are interlocked, connected, and

merged. The designers explain: “Self-contained objects

that come together to form a system are things you  nd

everywhere in nature. We’re enforcing that connection

by using microscopic imagery of materials and molecular

structures throughout their communications material.” The

modular CO can be separated from the mark and used as a

freestanding symbol for signage and merchandise, making this

 exible system a powerful tool for branding communication.

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288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 84

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 85

060-089 91288.indd 85060-089 91288.indd 85 10/31/06 8:01:35 PM10/31/06 8:01:35 PM

288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 84

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 85

Text

DE SIG N FIR M

FLAT

PR OJE CT MA NAG ER

DOUG LLO YD

DE SIG NE RS

PETTER RINGBOM, HOLLY GRES SLEY

CL IEN T

ENCODE

The modular CO in the center of the logo can be separated from the mark

and used as a freestanding symbol for signage and merchandise.

ces of

ping

ocked,

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