We recently unveiled the new Bipsync logo which was part of our larger brand experience roll out, the process of which was discussed in my previous post.
In the world of professional investors, the bull symbolises optimism and investor confidence and is used in the term bull market to describe a rising market. The bull symbol was adopted early in the company history and subsequently developed into our first logo. It was easily identifiable and associated with the financial market, which resonated with our early users and investors.
However, the first logo was designed years ago, in isolation. It was functional and relevant to the industry but it wasn’t designed with the growth and development of an agile start-up in mind. That made it a restrictive identity to work with. So it was essential to create a new marque that could stand on its own, be memorable, unique and evoke emotion with our users, as well as allow the flexibility needed to develop our brand identity in harmony with the many other visual elements.
During the logo development process we created over 50 iterations, all of which sought to visually communicate an idea at the core of Bipsync. When we looked to reduce these down, we began to focus on the single message we wanted our logo to communicate. Our CEO has said in a previous post, “We believe that research management should connect rather than silo your data”. Enabling connectivity really is at the heart of what we do. We’ve built a platform for professional investors to stay connected to their research, enabling teams of investors to connect with each other and their research, and through Research Automation we connect the fragments of investor research together so you don’t have to.
Discussing this allowed us to reduce our ideas down to a set of around 10 logos. It was then a case of talking through each idea and finding the strongest marque that we felt could visually represent what we are doing. The logos strayed from being abstract and loose to formal and structured – it is the latter that we kept coming back to, and realised that it was another element we wanted to communicate.
Then came the bulls head. We had always talked about moving away from the bulls head to give us a complete identity overhaul. However, after careful consideration and lots of discussion we concluded that the bull was already a part of our identity, resonating with our early users and being a clearly identifiable marque.
As with any agile start-up we are constantly looking at how we can improve everything that we do and so you may well notice the odd tweak here and there. But for now we are delighted with the outcome of the design process and it has given us the flexibility to grow our brand alongside our product.
The new bull marque was created over numerous iterations, built by connecting single lines to form a larger iconic image. It grew from abstract low-poly renders that we had been playing with during the creative process, that were developed into more structured formations and eventually came to resemble the bull we launched with.