Strategic Imperatives are a future-focused provider of cloud-based monetisation, billing and provisioning solutions to the Telecoms industry. Liven Creative were asked to oversee the rebranding of the company and to provide ongoing support.
The choice to create an identity combining two sans serif typefaces with opposite characteristics is surprising, yet successful. While Graphik’s DNA uses circular closed shapes based on a geometric sans model, Logical takes a rather humanist and open approach. The corporate design supports the bold typeface choice with vibrant colours, playfully cropped photographs and subtle animations during navigation.
In the identity, created by Andrew Myles, creative director at Liven Creative, the two typefaces act as a tag-team, switching their positions throughout the entire website. Next to the two font families, the corporate identity is enriched by a display typeface called SI Alphabet, that’s used mainly in backgrounds and in patterns.
Andrew Myles about the choice of Logical:
We thought the look and feel was just right for our client, it has a modern edge and some unique characters, the one element that caught my eye was the lowercase ‘g’. The brand concept for SI is all about DNA and the lower part of the ‘g’ looks similar to a strand of DNA. As soon as I saw it I knew it was meant to be!