Aarhus based software company E1337 asked me to design their identity. I started the project by offering the management a branding consultation regarding their value proposition and naming strategy. It turned out that the company had conflicting messages in how they wanted to be percieved. At the time the slogan was: "We Make Software Simple". A nice slogan and corporate mission as well. However the name E1337 was not as simple to understand, especially not when it is actually written in leetspeak (an alternative alphabet for the English language that is used primarily on the Internet, which replaces latin letters with various combinations of numbers) and is pronounced 'Eleet' (Elite). I wanted to keep the corporate mission alive, but with a different take. I chose to use the complexity and cryptic nature of the name to the companys advatage instead, by having people pronounce the numbers as they are. In addition to this I created a new corporate slogan: "We Speak Digits". The message is now that software development is in fact not simple, however by leaving the job to E1337, the process becomes simple because they understand and speak the language of numbers. To compliment the companys new differentiation, I created a logotype that is complex, cryptic yet simple.
Task : Branding Consultation, Corporate Identity, Corporate Slogan
Year : 2012