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The Brief

Sema software, a startup based in the US, offers comprehensive reports that evaluate the quality of code, code security, and third party IP risk. It needed a new brand identity to match its rapid growth and reflect upon the values and influences that informed the founders and employees. The brief was to create a brand identity, light design system and execution designs for a new website that matched the company's status and ambition whilst reflecting these values and influences. 

Working closely with the CEO with regular catch-ups, the project started with sharpening the brand values and principles before launching into image mood boards and exploring a number of territories. Once agreeing on a territory, the core brand assets were developed, including Core logo marks, colourways, shorthand and typography. Phase II included designs for a number of applications including design for an MVP website, eventually working with a developer to support the build.

ImageReference

The 80's era was a period that symbolised the growth of nerd culture and the explosion of computing, it resonated with the stakeholders and heavily influenced the development of the brand identity.

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Logo Horizontal

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Logo Vertical

The Sema software codebase intelligently comments on the quality of written code (using some very clever algorithms). The logomark was developed to reflect this with the '/*' ASCII characters, which are used to add instructional comments inline, being used as the core of the mark. A circular type keeps the mark in the modern era (allowing the vibrant neon colours to reference the 80s).

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Shorthand - Full Circle

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Shorthand - Slash

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Inter - Bold
-4% Character Spacing

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