Tank Stream Labs
Completed in 4 weeks
100% TSL Customer Satisfactions
Tank Stream Lab wanted a brand refresh that would break their existing heritage look and feel. The logo has been a recognisable feature of the ‘Tank Stream Labs’ that is well known within the Australian startup industry since they started in 2012.
The previous logo represented its roots from where it started with its heritage look and feel. However, as the startup and technology industry has evolved, so has Tank Stream Labs and they felt their branding and logo needed to adapt.
02 Our solution
This project aimed to create a brand strategy that would reflect their business values. It should also enable our client to consistently apply the new visual language across all their print and digital mediums.
03 Research & Strategy
To understand TSL’s vision, values, positioning and personality, we went through brand strategy workshops, which led us to several valuable insights:
04 Brand Identity
Using the values uncovered in the brand analysis, we took these as a guide to reflect in the new logotype.
The new logo mark adapts the speech bubbles – that stand for collaboration and community, along with the building blocks, which represent learning and growth.
To maintain the connection TSL’s customers already has with the brand, it was important to reference their existing colour palette.
Instead of proposing new colours, the old palette was refreshed to match their new brand personality of vibrant, fresh, and modern.
05 Final Outcome
As part of the branding, TSL also wanted to create scalable sub-brands built around community. To reflect this, we created an ecosystem of sub-brands derived from the main logo.
Adding a pop of colour and icons brought in a touch of fun and excitement to the sub-brand logos.
As part of the brand refresh, we’ve also created a new systematic language to ensure consistency across collaterals. This enables them to effectively increase brand awareness and allowing them to be easily recognised.
CEO @ Tank Stream Labs
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