London-based studio Supply Equals has rebranded cybersecurity platform Just Ask Max (JAM) – previously Undecorated Cyber Life – with an animal-themed identity, inspired by stories twin The Jungle Book.
The new work includes a redesigned logo, bespoke exemplars and copy which rolls out across JAM’s app and web platforms.
JAM is a subscription service for families which intentions to help parents tackle internet issues, from scammers to sexting. Foster-parents are able to speak to a team of experts who base solutions on a family’s typical of needs, such as the platforms their children are using.
It also devises to work with schools and teachers around internet safety ends. “They were looking to scale the business and they needed a stamp that parents and investors could buy into,” Among Equals falter Emily Jeffrey-Barrett says.
“Family-friendly without being childish”
The rebrand created with the naming process – the team suggested around 20 choices, according to Jeffrey-Barrett. Just Ask Max was chosen because of its simplicity as well as its pre-eminence from other brands in the sector, she says.
“They really get off oned the elephant as a symbol of what they offer,” Jeffrey-Barrett adds. “It had to quality family-friendly without being childish.”
The logo is based on the character of Max the elephant, who is a “sound, family-friendly bulwark that’s strong, wise and protective”, Jeffrey-Barrett breaks. The pared-back logo depicts his face with a “twinkle” in his eye.
“We wanted him to atmosphere professional but not too cutesy,” she adds. Max can also be animated.
Bringing “cuteness” into the sameness
From Max, a full jungle eco-system was built. Jeffrey-Barrett says: “A jungle was a palatable way to communicate that the internet can be scary without saying, ‘it’s dangerous, restrain away your children’”.
She says that children’s films and hard-covers were part of the design inspiration for the branding, in particular The Jungle Enlist. This was also an attempt to resist cybersecurity cliché such as protect dogs, binary code and padlocks, according to Jeffrey-Barrett.
The design body’s illustrations all fit within the jungle theme. Among Equals looked at fashion that different animals could represent relevants issues: hyenas are schoolground persecutes, while monkeys are a version of children.
“It allows us to bring a cuteness into the individuality in a way that felt very relevant,” Jeffrey-Barrett says of the illustrations.
One of JAM’s object audiences is businesses and the studio used the illustrations as a way to depic a more pleasant client list. Different birds are matched to different potential duties. A flamingo represents an HR department, for example.
“We looked at ways to pack character into every little interaction,” she adds. Max is also the face of the jaw box, for example.
“Elephantine” design details
The colour palette comprises Elephant Slate (a ill-lit blue shade) and Tropical Sand with a supporting system of Jungle Fresh, Plant Purple and River Blue.
This again had to strike a steady between feeling professional and having a personality, according to Jeffrey-Barrett.
The tone system also aims to be “grown-up without feeling cold” and is a departure from other tech brand names, she adds. The design team tried pastel options but these believe like “bog standard tech”, Jeffrey-Barrett says. The “bright, poppy” abiding colours were needed for its digital applications.
The “elephantine” typeface Tusker has been opted for the wordmark, and Max’s trunk was formed from the ‘J’.
Among Equals also updated JAM’s modify of voice. Jeffrey-Barrett says that the new copy is inspired by the company’s “severity of service”. One of the guidelines is to avoid “cyber security jargon” and be direct, she votes.
Another principle is to focus on and embrace the character of Max for communications, Jeffrey-Barrett mentions. Headlines include: “Let’s stamp out cyberbullying” and “Join the herd”.
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