Rebrand of Certero, a SAM company

From the initial review of the Certero brand it was evident, and the client was honest to admit, the brand had lost its way over the years.

This happens more frequently than companies realise, or care to admit. We have seen it first hand and it happens for various reasons. Whether different designers are working on the project and not following the brand guidelines, or change of marketing personal wishing to put their own stamp on the brand. It does happen.

As mentioned, this brand needed personality injected into the new brand, but there was also the task of updating the logo, messaging and visual style. We started working on the logo and came up with the decision to go for a logo that would be based around typography only.

Traditionally, logos would have icons that would be part of the logo.

Everyone recognises the Swoosh of Nike, the Arches of McDonalds and the Bird from Twitter. However, when done right, a logo can still be strong and memorable just as a typography logo.

The logo needed to be modern and clean. We came up with a series of fonts not too dissimilar from the original, but enough to give it a fresh look. With the new heavier font we wanted to give the typographical logo its own identity. This was achieved simply by tracking the font spacing closer. It’s a simple thing to do, but when done correctly, it can change the way you see a logo or text. Finally, we added a circular dot to the end of the logo. A very subtle touch, but this gave the logo the finished look and was to become part of the visual identity for the rest of the project.

After we defined the logo, the next phase of the project was coming up with a colour palette that would complement the logo and imagery choices.

We had a clear idea of what type of colour palette we wanted to use. The best way to describe the theme was a contemporary choice of muted colours that worked well together when used in any combination.

Lastly, we focused on the messaging and imagery and how all the individual assets would work together to form a cohesive brand identity.

‘A world of Happy’ was born.

It was important that the messaging spoke from the customers viewpoint. Certero customers have always expressed how pleased they are with the service they provided, and this was to be the focus for the messaging and used in advertising and social campaigns.

Backed up by a new visual style, ti showcased a joyful and diverse set of people. This was accompanied by what would become the ‘target’ graphic for the brand. Using the new colour palette and a design based around the ‘dot’ from the logo, we created a brand graphic that would be used through the new visuals.

With the brand signed off, we set about working with the Certero team and provided a series of graphics to update the website.

We also created a set of advertising banners focusing on the different aspects of their business. These were used for social media campaigns. Last but not least, we designed a set of brand guidelines for the Certero team. This allowed them to continue use of the brand and ensure consistency in the work they produce.

Certero are a global leader in software asset management (SAM) and cybersecurity solutions. The company provides organisations with the tools and expertise needed to have control over their software assets, whilst also protecting their systems against cybersecurity threats.

Certero have helped businesses of all sizes and industries optimise their software usage and reduce costs, whilst also ensuring compliance with licensing agreements and regulatory requirements.

One of Certero's core strengths is their advanced technology platform. It leverages artificial intelligence and machine learning to deliver real-time insights and analytics. This enables businesses to quickly identify and address software-related issues, such as inefficiencies, security vulnerabilities, and non-compliance risks.

Certero's solutions are highly customisable and can be tailored to meet the specific needs of each organisation. Whether a business is looking to optimise its software usage, improve its cybersecurity posture, or both, Certero have the expertise and tools needed to help achieve those goals.