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Logo Savvy by Dann Ilicic, Perry Chua

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Job: 10-91288 Title: RP: logo Sauuy
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Logo Savvy
84
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 84
Text
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 expertisetwo 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.
060-089 91288.indd 84060-089 91288.indd 84 10/31/06 8:01:33 PM10/31/06 8:01:33 PM
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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