SparkPost
The exploration process of the new identity and logo was a long path and we did not leave a stone unturned. We explored enhanced flame, flaming birds, flaming monogram, and a literal Spark & a Post. But there was one logo that we all agreed is the one. The construction of the logo is pleasing to the eye and makes the perfect connection of keeping our spark and having a subtle bird to connect it to the parent company MessageBird.
Visual Identity
Among the things we revisited is the color palette, we wanted the energy & personality of our people to show through our brand so we picked a vibrant colorful palette. We came up with new design elements for our values & the core of what we do. Also involves typography & Illustrations
Swag
Here you can see the abstract elements of the core of what we do applied, you can see the “sending” & “deliverability”
”data analytics” & “security & spam monitoring” in play
Marketing Collateral
I loved the first result and having objects that are pleasing to the eye, but also have a meaning. So I designed this grid with meanings, seen below on third slide. The nods include Taxi for email, Bird/logo head, email wave, email notification, Maryland, and taxi square pattern. I played around with all of these patterns - one object would lead me to another, and I fully went away with it!
Social Media Ads
The new social media aesthetic is obviously inspired by the new logo and palette, yellows oranges and lots of blues. Also since working at SparkPost, I identified the pattern of our posts. They are either announcing webinars, blog posts or product updates, or announcements in general. So I created these templates where we can just replace images into the template and save me and my teams time.
Iconography
The new icons are similar to what I’ve been designing: round, bubbly-edge, line icons. I changed the colors a bit and made the stroke width thicker. The main color is blue while the secondary color of the icons can depend on the action of the icon. For example, if it’s a warning then it should be red. If it is a caution, it should be yellow, etc. But for normal use, it should be SparkPost orange.
