The AppDynamics brand, already well-established, required a strategic update to align with its growing market presence. The key areas focused on included refining the color palette to ensure a modern and cohesive visual identity; updating the illustration style to reflect the brand's inclusive spirit; establishing motion guidelines to create a consistent and engaging user experience; and including portrait photography guidelines. These enhancements were designed to reinforce the brand's leadership in the industry while appealing to a broader, more diverse audience.
Role
Art director
Logo update and animation
Brand Guidelines
Illustrations
The AppDynamics illustration style needed a slight refresh to better reflect an inclusive and diverse workforce. Collaborating with illustrator Matt Carlson of Plaid Mtn., we explored more geometric faces and body proportions to create a modern and distinctive look. We ensured that skin tones worked contextually, moving away from flat white or neutral tones. Head shapes, hair, and facial features were altered while keeping faces minimal with simple eyes, glasses, facial hair, and occasionally ears. Additionally, we introduced a halftone line pattern as the overall texture to add character, depth, and coherence to the geometric aesthetic. This pattern was subtly incorporated into background shapes, enhancing the composition without being overwhelming.
Portrait Photography
The portrait photography guidelines were a critical part of the brand update. They outlined specific recommendations for shooting portraits, including the use of branded background colors. This approach ensured visual consistency across all media and enhanced the overall brand identity.
3D Elements in animation
As part of the brand update, we partnered with Kallan to explored the use of brand electrons in a 3D format. These elements were primarily utilized in animations, serving as dynamic intro and outro sequences. This enhanced the visual appeal of the content but also added a modern, sophisticated touch to the brand's digital presence.
