The document discusses the branding and logo design processes for several companies. For Cyara, the branding aimed to reflect the company's sophisticated customer experience work through a simpler, more elegant look using shades of blue from the existing logo. For Totango, the branding captures the essence of helping customers through dance-like movement and data. CloudEndure's branding needed to look professional from the start and its infinity loop logo represents seamless disaster recovery. Secure Send's minimal, clean branding focuses on design details to represent identity verification and secure communication.

2. CYARA

3. CYARA
BRAND
NEW LOOK
The goal was to create a brand-new
look to work with the existing logo. The
team decided to move away from
brighter, more childlike, colors Cyara had
before.
The company maps, tests, and monitors
inbound, outbound, and web
connections with a mission to
improve customer experience. The
process is sophisticated and requires
trust. The main purpose of branding
was to reflect that by making it more
elegant and simple.
The idea of the brand new look came
from combining the three blue colors
Cyara already had in its logo.

4. Cyara Light Blue
PMS 2925
#2DA7DF
Cyara Medium Blue
PMS 279
#3D81C3
Cyara Dark Blue
PMS 285
#135DA9
CYARA
BRAND
NEW LOOK
CONTACT CYARA
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Implementing the gradient from these
colors represents the smoothness of
customer interaction life-cycle.
There is a strong contrast between the
dark navy and white, it’s almost black
and white. That’s the story of the brand:
it’s powerful and strong, yet smooth.
The icons are simple and light to not
outweigh the overall design. The shapes,
lines, and text are symmetrical to
underline the importance of consistency
in customer service. Design improves
life of a company and a customer in the
sense that the ease of navigating
through pages online is similar to a
customer journey in Cyara’s messaging.

6. CYARA
BRAND
NEW LOOK

9. TOTANGO

10. TOTANGO
BRANDING

11. TOTANGO
LOGO
A sophisticated, joyful and helpful brand.
The name Totango comes from the
phrase “It takes two to tango” - as in
you and your customer. The tango also
represents graceful sophistication -
such as Totango’s value of elegant data
driven excellence in a simple, clean, and
easy to understand interface.
The Totango logo captures the essence
and storyline behind the brand in a
straight forward logotype and
wordmark.
The logotype implements both the
dance and the sensor movement of
data. The wordmark is made up of the
Merel font. Merel is a modern geometric
typeface with humanist attributes.
Despite being rational and functionally
driven in its nature, the font has a soft
and gentle touch.

13. TOTANGO
BRANDING
Totango icons are main part of the
Totango brand. We use line icons
because they are elegant and friendly.
The 6 degree angle brings a
subconscious optimistic tilt which will
bring a positive feeling to the brand
identity. When we feel good we write
with an upward slope. Totango’s brand
feels so good, it goes up.

16. CLOUD
ENDURE

17. CLOUD
ENDURE
BRANDING
CloudEndure needed to look enterprise
grade from day one. We worked with
the team to build a brand identity that
would speak to their customer and
personify their goal of mobilizing
application data for companies.
The unusual sharpness of the infinity
symbol represents an immediate
reaction of applications during disaster
recovery process offered by
CloudEndure.
The infinity symbol logo illustrates a
seamless transition from downtime to
uptime during that process and endless
service availability without interruption
to ensure consistent customer
satisfaction of cloud-based web
applications. To further expand on that
message the team designed the angles
pointing up, symbolizing continuous
uptime.

18. CLOUD
ENDURE
LOGO
The colors stand for balance, unity, and
energy it takes to perform live migration
of web applications. The transitions
from gray to purple in the symbol and
the text are in harmony with each other
to add to the idea of continuous
movement.

20. CLOUD
ENDURE
BRANDING

22. SECURE
SEND

23. SECURE
SEND
BRANDING

24. SECURE
SEND
LOGO
The logo is the number one element
in the Secure Send brand identity.
The main mark represents identity
verification, tech, information,
encryption, touch-screen, lines of
communication, connection, secure
space and file efficiency.

26. SECURE
SEND
BRANDING
The energy developing Secure Send’s
brand was invested in sweating the
details by focusing on strict design
editing with attention to: clean lines,
aligning to grids, spacing, keeping flat
color, simple icons, hierarchy, and
typography.

29. shira@hunterandbard.com
+1 (650)656-7490
hunterandbard.com