Visiwise | A Platform for Shipment Visibility
Client: Visiwise (Formely ShipUp)
Role: Visual Brand Identity Designer
Release Date: August 2023
www.visiwise.co
Introduction
Visiwise is a Canadian B2B SaaS startup offering a shipment visibility platform. The company currently provides services to over 100 companies globally, with a focus on North American and European businesses. Their mission is to “move the global business forward”, and their vision is “ a world where shipping globally is as simple as local delivery”.
Visiwise is a platform which enables the customers to track and manage their shipments especially ocean cargos (containers). Also they can collaborate with different parties who are engaged in the shipping process (custom clearance, shipper, consignee).
Logo
Readability – an extremely important factor in logo designing. It has a powerful impact on the perception of the entire brand by the outside world.
Concept
When designing the logo, I made sure it is legible, clear, transparent and, above all, easy to remember. In other words, my goal was to create a logo that is equally modern and timeless.
Logomark
The logomark complements the logotype and could be used as an independent brand mark. I took this factor into account at the conceptual stage and made sure the logomark is recognizable and simple, and so could be easily associated with the brand.
I used an isosceles triangle between the two letters in the logomark to preserve the shape’s geometry and harmony of proportions.
Logotype
To ensure legibility, it is crucial to maintain consistent letter spacing within the logotype.
Logomark and Logotype
The spacing between the logomark and logotype is six times greater than the spacing between individual logotype letters.
Padding
In order to ensure optimal readability of the logo, padding around the logomark has been defined; this space should remain free from any graphic elements. The padding size is defined by the V of the logotype.
Golden Ratio
There is a fit between the Logotype and Logomark as shown.
The Main Typeface
Inter
The main typeface, which perfectly fits the character of the brand, is Inter.
Inter is a variable font family carefully crafted & designed for computer screens.
Inter features a tall x-height to aid in readability of mixed-case and lower-case text. Several OpenType features are provided as well, like contextual alternates that adjusts punctuation depending on the shape of surrounding glyphs, slashed zero for when you need to disambiguate «0» from «o», tabular numbers, etc.
The Inter project is led by Rasmus Andersson, a Swedish maker–of–software living in San Francisco.
The Primary Colors
Colors influence human emotions. Well-chosen, can evoke pleasant associations and have a positive impact on the brand image.
The psychology of colors helped us to choose three main color sets that accurately reflect our brand values.
Visiwise Orange: invigorating, attention grabbing and young. It also coveys the feeling of vitality, friendliness and positivity.
Visiwise Black: emphasizes the power and modern feeling.
The Secondary Colors
Visiwise orange and black are the primary colors identifying our brand and should be used as first-choice colors when creating collaterals. In some cases, it may be necessary to use an extended color palette.
Visiwise Blue: Complementary color of the main orange where it could be used as a contrasting color for Visiwise Orange.
Visiwise Green: Color reserved for buttons with a positive effect.
Visiwise Red: Warning color, for selected buttons or problem alerts.
Backgrounds
Social media
For the purpose of upholding a uniform brand image across diverse social media platforms, I’ve developed a template that indicates the designated placement for the logo and services. Should the standard logo version not be discernible, feel free to utilize alternate monochromatic variations.
