All workCase study 13 of 13

Logicrew

A brand for an Indian IT technology and SaaS company - clear, confident and connected. Our technology, a new passion.

Client: Logicrew
Industry: IT technology & SaaS
Scope: Brand Strategy, Identity, Brand Book, Applications
Year: 2020

The brief

Technology that feels human.

Logicrew builds software and SaaS products for businesses - and needed a brand as sharp as its engineering and as warm as its team.

Tech brands tend to look interchangeable: a blue gradient, a circuit, a cold sans. We used a clear, step-by-step process to find what makes Logicrew different - a crew, not a black box - and built the identity around that.

Our technology, a new passion.

The result is a linked monogram, one confident indigo with an electric aqua spark, and a pattern that moves like data - all documented in a brand book the team can run with.

01 · The mark

Logic and crew, linked.

Two loopsThe O and G from LOGICREW, drawn on one grid with the same heavy stroke.
Linked, not stackedThey overlap like links in a chain - logic and crew working as one.
A spark at the centreThe aqua dot is the idea, the user, the signal - and it pulses like a live connection.

The wordmark carries the same linked OG inside it, so the monogram never needs explaining.

The OG monogram on a construction grid with its variations — Construction

Clear space

Backgrounds

02 · Identity system

One indigo, one spark.

Indigo for trust, aqua for energy and a near-black for depth, each with four tints. Montserrat for headlines, Source Sans for everything that has to be read.

Indigo#4B4898

Aqua#01FFD1

Midnight#010513

logicrew-tokens.css

/* Logicrew brand, as code */
:root {
  --lc-indigo: #4B4898;
  --lc-aqua:   #01FFD1;
  --lc-night:  #010513;
  --lc-font-display: "Montserrat", sans-serif;
  --lc-font-text:    "Source Sans 3", sans-serif;
  --lc-clearspace: 0.5x; /* half the logo height */
}