Client
LSI Consulting
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Agency
Design & Co.
—
Services
Brand Identity
Brand Strategy
Digital
Print
Photography
Illustration
—
Photography
Design & Co.
Unsplash
—
Industry
Technology
Professional Services

Challenge

LSI helps the public sector run better. The company provides SAP implementation and support services to state and local governments and agencies with a focus on finance, procurement, staff management, and business intelligence. LSI was in the midst of launching a modern, cloud-based version of its enterprise offering and decided to refresh its brand to reflect the update. Our challenge was to create a brand identity and a website that tied LSI's diverse offerings together under one roof.


Solution

Working in collaboration with Design & Co., we designed a modular identity and website for LSI that unites its suite of products and positions the company as an innovator in the SAP space.

Our solution was a tangram. A tangram is a deceptively simple Chinese puzzle consisting of a square cut into seven polygons, called tans, that can be arranged to make various other shapes. Similar to LSI and SAP, the tangram adjusts its core system to create a variety of solutions. Using a few simple shapes, we created a full suite of products and services, set in a modern, unilateral visual language.

The bold logo is complemented by core typography set in Akzidenz Grotesk, a classic sans serif typeface that gave birth to today's Helvetica. The bold typeface, set in a dark gray, provides a sharp contrast to the more gentle forms of the blue tangram shapes, set in three different shades of blue.

The modular identity system is extended to the design of the website, how-to animations, promotional materials, and company collateral, all utilizing the same system built on the geometric shapes of the tangram.


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