Tech Nation
REBRAND & DESIGN SYSTEM
Tech Nation’s initial brand identity was complex and difficult to use, with clashing patterns, colours and typefaces.
As a cornerstone of the UK tech industry, the identity had to reflect their expertise, positioning them as a credible leader while highlighting their dynamic, innovative spirit as a challenger brand.
The task was to refine the master logo, simplify the design elements and develop a cohesive system for all sub-brands.
Accessible colour palettes and a distinctive tone of voice enabled the master brand and individual programme brands to communicate effectively with their diverse audiences.
The result was a unified, flexible identity that resonated with Tech Nation’s wide-ranging community, from budding startups to established tech giants.
MY ROLE: DESIGN DIRECTOR, BRAND STRATEGIST, CREATIVE DIRECTOR
BEFORE
The core brand colors clashed and weren’t optimal for accessibility. The oversized sunburst icon was challenging to apply and appeared broken at smaller sizes due to its uneven construction.
Master brand assets were lacking beyond the sunburst, and the colour palette was unnecessarily broad. Overall, it lacked gravitas.
The family brand system was complicated, inconsistently applied and failed accessibility tests.
AFTER
We tidied the logo with a lighter, cleaner set from the same type family. This removed the sharp apexes and opened up the counters. A balanced, resized sunburst improved the overall aesthetic, complemented by a rich black to anchor a more vibrant orange.
A simple design element inspired by the sunburst unlocked a toolbox of brand elements, along with a more commanding, simpler colour palette.
Consistency and simplicity cemented the family identity, with variable elements providing distinction. Accessible palettes and unified templates ensured brand expression while preserving individuality.
“A model of how a branding project should run. Fantastic creative, great production and impressively robust delivery. We were able to hit the ground running & have never looked back!”
Amy Irish, Head of Production
Tech Nation
