Tank Stream Labs
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.
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.
To understand TSL’s vision, values, positioning and personality, we went through brand strategy workshops, which led us to several valuable insights:
The client wanted to stand out by positioning themselves as more experienced yet inclusive to their competitors
TSL wanted to portray themselves as more fun, dynamic and innovative brand
The Idea of collaboration is deeply rooted in the TSL’s values, so we had to find a way to reflect that
TSL is the partner that helps businesses to connect and grow
Following the brand analysis phase, we clearly understood which values needed to be reflected in the new logotype. From the speech bubbles that stand for collaboration and community together with the building blocks that represent learning and growing, the new logo mark was born.
It was important that the existing brand colour palette was still referenced so that existing customers would still feel connected to the brand. Rather than proposing new colours, the old palette was brightened to align with their brand personality of appearing more modern, fresh and vibrant.
Focused on creating a collective, TSL extends to its sub-brands, creating an ecosystem where each sub-logo has a strong link to the primary. To reflect TSL’s fun personality, we added a touch of excitement with the pop of colour and icons in the sub-brand logos.
Creating recognisable and strategic brands is one of our strengths. A new systematic language we developed for TSL, enables them effectively increase brand awareness and optimise brand consistency.
Our client testimonial
We engaged Raw Studios to help our business with a complete rebrand process. The experience was very enjoyable with the team at Raw Studios very professional in their approach delivering exceptional ideas with creativity. We were very pleased with the outcome of the project. I would thoroughly recommend Raw Studios for any strategy or brand design project.Read the full story →
CEO @ Tank Stream Labs