Challenge

LSI helps the public sector run better. The company provides SAP implementation and support services to state and local governments and agencies across finance, procurement, human resources, and business intelligence. As LSI prepared to launch a modernized enterprise platform, the company saw an opportunity to transform its brand—one that would signal an evolution and unify its diverse product line into one cohesive visual identity.

Solution

Partnering with Design & Co., we created a lively visual language to shake up a crowded and often indistinguishable market.

The foundation of the new identity is the tangram, a deceptively simple Chinese puzzle made up of seven geometric shapes, called tans, that can be arranged to form countless configurations. The tangram metaphor mirrors LSI’s approach—adapting core system components to meet a wide range of needs. Drawing on the tangram’s graphic versatility, our team created a comprehensive suite of visuals unified by a fresh, consistent visual language. The result is a seamless brand that speaks in clarity and harmony, with a sprinkling of humor.

The bold, chunky logo is set in Akzidenz Grotesk, a classic sans-serif typeface, and provides contrast to the softer blues of the tangram shapes. This combination creates visuals that are both modern and approachable.

The modular identity extends across every aspect of LSI’s communications, from the website and how-to animations to promotional materials and company collateral. Each application draws on the geometric language of the tangram, creating a fresh, consistent, and recognizable presence.

Client   LSI Consulting
Program   Brand Transformation
Services   Brand Identity  Brand Strategy  Digital  Print  Photography  Illustration
Industry   Professional Services  Civic  Technology
Agency   Design & Co
Photography   Design & Co

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