Seal Commerce Brand System Design

blocks branding commerce design Ecommerce employer Experience start-up tech vietnam

Seal Commerce

Brand Facilitation and Employer Branding to increase brand attractiveness to potential employees

Tech industry in Vietnam has been booming for the past 10 years, therefore small startups with very limited resources and advantages like Seal Commerce has been struggling to compete with other big tech companies. We have been commissioned to create a brand strategy for Seal Commerce and translate that into a compelling visual identity that helps Seal Commerce to stand out in the crowded scene of tech companies. For us, this project is completely different from other branding projects as this is the employer branding projects which the target audience is not normal customer but all the young potential developers and designers out there who the company want to attract.

Other tech companies often use salary, promotions, etc... to attract potential employees. The limited resource startups like Seal Commerce really cannot compete in this money game. Company with great vision and purpose like Seal Commerce needs a better solution to attract compelling employees who share the same value and help compete with other tech competitors in the long run.

Brand Logo

Inspired by the company product which is E-commerce Page Builder, the whole brand identity and system resembles website sections using vivid color blocks and all the drag & drop interaction of the products.

Logomark is the update from the previous brand logo.

Subsidiary Logos

The subsidiary logos provide diversity. Based on the process of web building blocks, subsidiary logos create a dynamic approach with the applications, at the same time still maintaining consistency throughout the brand identity.

Brand Colors

We included the new Dedicate Pink along side with the previous Curious Blue to emphasize the brand dedication to its vision and purpose to create a World class customer service. With the two colors working cooperatively help increase the flexibility for the whole brand system.

Typography

Initially, we used Gilroy family to construct brand logotype for its simplicity and easy going form. Because the geometrical form makes Gilroy characters lack of the realistic and humanist characteristics, we decided to customize the logotype based on Gilroy characters to solve this problem.

Brand System

The construction of a long-lasting and easy to adapt brand system, we started with a traditional grid system. The brand elements which consist of typography, images and all the color blockings resemble page building process will follow the established grid system. This helps create a consistent brand system throughout all brand touch points while promoting the brand core value in an energetic and passionate manner.

Pattern

Seal Commerce employees are divided into 3 teams, the Customer Success, the Developer and the Designer. In order to help represent those teams and also as the way to enrich the brand narrative, we turned the brand's core values into a set of three different brand patterns following the original brand system.