Keap Logo & Brand Identity

Brief
Design the logo & new brand identity for Keap, a company specializing in management software for small businesses.

Solution
The new logo & brand identity, including its new name, captures Keap’s ease of use and powerful capabilities as a platform. Built into the geometry of the wordmark is a hidden arrow, an apt symbol for what Keap does.

Keap, formerly Infusionsoft, specializes in CRM (customer relationship management) and marketing automation software that helps small businesses manage their customers and businesses—booking appointments, sending proposals and invoices, and collecting payments—all in one place.

The identity is part of a comprehensive system that includes brand architecture, messaging and tone of voice, typography, color, graphic language, motion, photo and video art direction, and environmental graphics.

Studio  ............... Pentagram
Creative Direction .... Luke Hayman

Role .................. Lead designer, art director
Team .................. Robin Hauter (Strategy), Ho Seok Lee
Field ................. Identity
Typefaces ............. Ivar Soft by Letters from Sweden, Sul Sans + Mono by R-Typography
Published ............. January 2019


















© 2019 A.A. Trabucco-Campos