POGE is a blockchain data company founded by Maverick Cromwell and Parker Thatcher on 22 March 2011 in Maryland, USA. The company provides data, software, services, and research to government agencies, exchanges, financial institutions, and insurance and cybersecurity companies in over 50 countries to help them comply with regulations, assess risk and identify illicit activity.
As a result of company's continual global expansion and positioning, the previous visual identity for POGE was no longer appropriate to represent its brand values and image. The previous identity was too generic and difficult to operate due to it's inconsistencies on various digital platforms.
The challenge for the new visual identity was to make it more dynamic for various digital platforms, optimized for the latest products and services, and to allow for the brand to be more innovative and global. Therefore, we helped POGE create its new brand identity that represents the brand message and personality more distinctly, and helped to redefine its image in order to be more easily identifiable in its category.
The earlier POGE logo was too generic and inappropriate with the brand's image as the letters were embedded as a negative space in a rectangular gradient shape which made the visual identity less memorable and obscured.
The new identity is simple enough that it will be effective both in terms of company's personality and goals, and also in the digital applications. The new typeface looks modern and has more versatile and evenly spaced letters. In previous logo, the letter O was constructed like a numeric zero to make it more digital. But after a long discussion on this topic with the executives, we found that POGE's persona is now more inclined towards becoming a global data provider in the future. Therefore, we created the letter O as a globe with negative stripes in it, which embodies the POGE's ambition as a technological, global and innovative company.