Ctrl Hub
Naming + Content + Visual Identity + Printed Literature
Brand naming
Ctrl, shorthand for control, is in essence what the app is all about; the reliable digital shortcut to vital information that organisations need. When we combined it with Hub, the centre around which everything revolves, we'd captured in an original, ownable and memorable way the right name and importantly first impression for the web application.
Content
We conducted an intensive three-hour brand workshop with the leaders of Ctrl Hub to define what they believed in, who they were for and why they were doing, this as well as establish the values and promises they would set from day one for their customers. This step is critical our work is to have the impact and meaning it needs to give it the best chance to succeed. What emerged were pages upon pages of rich messages to use for launch and later, plus we landed on the hero line - Powering efficient performance.
Visual identity
Ctrl Hub does many things that will revolutionise the supply chain management process, but perhaps most significantly, it enables professionals to address issues related to health and safety, as well as training and qualifications before any errors or dangers can arise.
We used this forewarning and active alertness to influence our chosen symbol and create the Ctrl Hub icon.
The primary colour of the symbol is a bright cobalt blue. It's an active yet neutral colour that's neither a warning nor an all-clear. It symbolises pending action and a perfect state of equilibrium.
Identity lock-up
Brand elements
The logo for Ctrl Hub can be used vertically (above) and in a horizontal lock-up. Although the icon is identifiable enough to be used on its own in marketing, in its launch phase we recommended it's always accompanied by the logo type.
It's also intended that the icon interacts with imagery as a mask so Ctrl Hub's printed materials have their own distinguishable style, see below.
Printed literature and stationery
