74% increase in brand recognition thanks to the new brand identity
EYECAN – CASE STUDY
Eyecan is a startup that created a revolutionary technology to acquire data for AI in industrial applications. The goal was to build a brand identity to make Eyecan very easy to identify and remember, strongly differentiating it form its competitors.
Eyecan Artificial Intelligence
I created Eyecan the whole brand identity, starting from strategy, analysing the target audience, the problems and the goals. It was crucial to make the visual style based on the needs identified in the strategy.
Brand identity design
Thanks to the new brand identity, brand recognition increased by 73% (1000 people study). Also new connections form prospects and investors skyrocketed. The Eyecan team has now a brand it can be proud of.
What is Eyecan?
AI in industrial applications needs a huge amount of data to work. Data gives AI the information to instruct it on what to do. Today this process is done completely manually, by actual people. Eyecan automates this process through Machine Learning and Robotic Vision, making it extremely more accurate and fast.
Why a rebrand
A BUSINESS PROBLEM
Going to fairs and feeling embarrassed about all of your company's brand materials, from the business cards to the website. These situation made the team realise it was time for a rebrand. Also, Eyecan was growing really fast, and they realised that not having a proper brand identity that represented them, was making them loose business opportunities every day.
PHASE 1 – Brand strategy
Through strategy workshop, we identified the brand attributes, which were the foundation for designing the visual identity. Understanding Eyecan's customers was really important to design a brand that not only looked great, but that was also based on the strategy.
THE PRINCIPLES THAT GUIDED THE CREATION OF THE BRAND
Innovation is the core of the company. Eyecan is a startup, working in constant uncertainty.
Eyecan was born in a university. The company exists thanks to research and study.
AI is both extremely useful and complex. Eyecan goes beyond, solving AI's problems.
AI and Machine Learning are the most tech things you can think of. It was important that Eyecan showed this trait.
PHASE 2 – Visual identity
In order to position Eyecan as a leader in industrial AI, the brand identity had to be different, flexible and timeless. I create the visual style based on three key elements: the logo, the colours and the typography.
New logo vs. old logo
A BUSINESS PROBLEM
The old logo had lots of problems: too many elements and details, making it too complex, so the logo was hardly recognisable. This made the logo unsuitable in many applications, it was not legible in small size. The new logo solves all these problems. Also, the mark reflects Eyecan’s values and attributes identified in the strategy phase, allowing the brand to be identified with a clear symbol. The new logo is memorable, simple and distinctive.
The mark was based on hundreds of sketches. The main concept is a central elements connecting with the boundaries.
The mark can be seen as these four elements:
The outside elements all connecting with the central core, which represents the insight.
The human eye.
The cube, which represents object detection from the Eyecan technology.
The arrow that points ahead, at the future.
A flexible identity system
FOUR LOGO VERSIONS
Using the same symbol on a robot, on a billboard and on a pencil without losing legibility isn’t easy. That’s why I created a flexible and scalable logo, so that it can be used in and use case.
BRANDING = DIFFERENTIATION
Eyecan’s colours are a foundation of its visual identity. The pink-red is a very unique color in this market space, especially if combined with black. Despite not being common, they perfectly represent Eyecan’s brand attributes identified in the strategy phase.
The chosen typeface is academic, innovative and unique. Combined with the colours, it really differentiate Eyecan from its competitors and they really represent the brand’s values.