Zasylogic is a company that creates software for contact centers.
Zasylogic is a spanish company that has been working since the year 2001 with clients from Europe and Latin America. For this project, they were looking for a complete redesign of their Brand Identity and Web Design to represent them online, engage with future clients and improve their customer journey with their current clients. The new identity system focuses on showcasing the flexibility and extensive range of tools available with their software, illustrating how Zasylogic helps each client to amplify the impact of their contact center with a unique and flexible plan.
User Research
IZO conducted a customer journey research where they interviwed clients and employees to find out what was their perception of the company. After gathering all the info from the interviews, I collected the repeated and relevant keywords I found:
Experienced, playful, flexible, friendly, innovative
These keywords are the essence of what the team is really trying to communicate and this helped develop the core brand identity.
Branding Ideation
I quickly jumped to brainstorming right away using insights that emerged in our user research. Two of the key elements the Zasylogic wanted to include in their logo were the Z of their name or something related to their software. I played with these two elements merging the brackets commonly used in coding to form a figure reminiscent of the letter Z.
For the color palette, Zasylogic wanted to keep their main blue and yellow colors that have served as the brand identifiers for twenty years and proposed three different color palettes to go with those.
Branding Results
The new logotype for Zasylogic consists of a clean custom font with a symbol. The ymbol was born from the combination of the coding brackets with a deconstructed letter Z. Thanks to the long brand history, the logotype can appear in many usages, allowing more flexibility.
New software interface
