Tech Valley Talent
Brand identity redesign for an Information Technology Professional Services firm based in Saratoga County, NY.
CLIENT BACKGROUND
Tech Valley Talent is an Information Technology Professional Services firm based in Saratoga County, NY. Their old logo included the shape of New York State. The firm was expanding its operations into California and Texas, so it required a new identity that was more appropriate for clients outside of New York State. The mark needed to be professional, strong, confident, and convey a sense of timelessness.
PROJECT GOALS
Develop a logo system that avoided NYS bias, but still communicated the firm’s focus on the quality and professionalism of their existing brand.
SERVICES PROVIDED
Brand Consultation
Identity Design
Logo Usage Guidelines
Ongoing Support
DELIVERABLES
Logo System
Logo Usage Guidelines
Additional Assets
Logo System
Various lockups of their logo were created to allow the identity system to be flexible: the monogram, a horizontal lockup with and without their tagline, and a vertical lockup.
THE MONOGRAM
The main element of the identity system is the monogram. This is the one constant throughout all the different lockups and is an altered initialism of the firm’s name, TVT.
HORIZONTAL & VERTICAL LOCKUPS
Tech Valley Talent required various lockups in their identity system including a version with the name aligned horizontally, the name aligned vertically, and the horizontal lockup with the firm’s tagline.
Typography & Colors
Gt Pressura was the typeface chosen to accompany the monogram. It conveys the firm's professionalism and has a wide range of variants for internal use. The color system for Tech Valley Talent was originally only one color, but the new monogram worked well as a gradation of shades and tints. We expanded on the original color palette and included shades of gray.
Aditional Assets
Because Tech Valley Talent was founded in the Hudson Valley of New York State, it was still vital to be represented in some way while the firm expanded. We created an icon that can be used on any Tech Valley Talent proposal materials until their reputation no longer requires that New York State be represented.