Decode Studios - Brand Case Study

Last year our good friends at Decode Studios approached us in need of a new brand identity. As a company that started as a freelance project for the founder Dan, the original logo and brand was put together for the simple purpose that he needed something if it was to operate as a business. Now, 8 years on from then, the company, the work and their clients have grown and naturally they have outgrown their previous branding and were in need of an identity that truly reflects the forward thinking, innovative company that they are.

Decode Studios previous branding.

Decode Studios previous branding.

After going through a process of designing various logo based on the initials DS we decided it was best to go down a more abstract route, one which would create an image that represents what Decode Studios do. Through a couple of conversations, we started to highlight a number of keywords that describe the work that Decode Studios do, these words were - data, simplify, connected, clever and the key phrase - making the complex simple - this is what the new identity needed to represent. Also, a key aspect for Dan and his team was that the logo is recognisable and still looks good at 32 pixels.

Early concepts for Decode Studios

Early concepts for Decode Studios

Through the design process we toyed with several ideas that we felt represented the key concepts of Decode Studios and in the end we settled on a logo which brings to mind lines of code, all interconnected - complex but structured. The logo is a simple one colour image, based on simple shapes which makes it easy to recognise and replicate at various sizes.

Mockups with the new Decode Studios brand identity.

Mockups with the new Decode Studios brand identity.

After the logo was settled on a number of different colour palettes were trialled, with the final decision being a bright yellow contrasted by dark grey and also the occasional plain white. With the colours the aim was to stand out from the industry standard of using light greys, bright blues and infrequent but still common green - our research seemed to show that once upon a time there was a mass unanimous decision that technology was to be represented solely by these colours. Yellow was chosen for it's connotations in colour psychology theory of optimism, logic, analytical, confident and creative all words that describe the values and personality of Decode Studios.

With the brand identity settled on it was now time to implement the designs! Now you'll find Decode Studios have a new website that shows off the branding, new business cards and various other print based items.