Timeless, elegant and unique. For our (former) mother company SQLI we developed a new visual identity. More than 2000 people in 13 countries across Europe (and Morocco) are now using and living the new brand. The promise: »Elevate. Digitally«. The task: transform from a pure tech company rooted in the 1990s to a premium advisory in technology and design.
The Fabric Of Elevation
A unique key visual – technoid and organic at the same time. Simple straight lines transformed to complex shapes. Overlapping, bending, moving – but always elevating. The interplay of simplicity and complexity reflects the way SQLI thinks and acts.
A logo? A signet? Or just simply pure beautiful letters?
This handcrafted, elegant yet simple word mark combines both: warmth and softness as well as straight geometry and rationality. The new sqli logotype reflects the companies approach – human, professional, straightforward. Elevating.
The Logo: Elevation and Digitallity in every facette
The Colors
If we elevate, we might reach the sky.
We use this metaphor to define a new color palette where three shades of blue play the main role.
Sky Blue is probably the warmest blue you can get. Cobalt Blue is different: vibrant, eye-catching, and deeply connected to the digital world. And Midnight Blue is a deep, dark blue tone for volume and depth. In combination with the primary background color Cream we can create a balance of technology and humanity.
Everett is simple, clean, and calm—rooted in timeless modernist typography. Designed by young Swiss type designer Nolan Paparelli, it carries a refined elegance with subtle, distinctive touches, like the clipped tops of its diagonals.
These details make Everett both unique and effortlessly simple, perfectly aligned with the new brand values. It's modern, elegant and distinctive, in the same way that the brand is.
The Typeface
The Ascenders
Putting a logo everywhere is not the way we are manifesting a brand: too loud, too cheap. This is why we extracted a characteristic part of the logo letters. Two offset verticals used as a signet, a tag, a watermark. A binary symbol indicating a vertical movement as the visual translation of sqli's promise of »Elevate. Digitally«.
