T-Platforms: T-PLATFORMS LOGO

Credits & Description:

Category: Logo Design
Advertiser: T-PLATFORMS
Product/Service: SUPERCOMPUTERS
Agency: TOMATDESIGN
Creative Director: Andrey Tarakanov (Tomatdesign)
Designer: Denis Bashev (Tomatdesign)
Designer: Anton Kryvulia (Tomatdesign)
Technical Designer: Marina Vlasova (Tomatdesign)
Strategic Manager: Farhad Kuchkarov (Tomatdesign)
Media placement: Corporate Identity - Office - May 2011/till Today
Media placement: Advertising Materials - City Ambience - June 2011/September 2011

Describe the brief from the client
Our client specialises in the production of supercomputers and high-end operating systems. For instance, ‘Lomonosov’ supercomputer, which makes over 18tr operations per second, is the 18th supercomputer in the world by means of speed. The main purpose of this project was to redesign the logo of the company that was not transferring any brand values and was not corresponding to the image of high-end IT-company.

Describe the challenges and key objectives

The task was to redesign the visual identity of the brand and at the same time, maintain an awareness of the old logo. We had to create a more up-to-date logo, and explain the potential of the company. One of the challenges was to make the identity a strong instrument to help the company compete with such giants as IBM or HP in the Russian IT-market, as there was no chance to compete in terms of advertising or promo budgets.

Describe how you arrived at the final design
We suggested a solution that fully reflects the essence of the core product. Cluster system is a base for any supercomputer, and it also became the basic idea for a logo, forming letter ‘T’. Resembling computer language, the module of the logo is filled with 4 basic geometric figures in free order, thus generating unlimited variations of the logo. As a result, we have more than 10tr combinations.

Give some indication of how successful the outcome was in the market

The redesign of the logo has helped to develop the understanding of the company from a customers’ point of view: building strong association with high-speed computing systems. The identity became a comfortable tool for our client in which to communicate easily with young audience, B2B or even B2G audiences. Our personal success was that audience commented on the work, stating a “super logo for a supercomputer!”