MUSE Gold

India

2021

Branding for MKSynergy

Entrant Company

ValueLabs

Category

Corporate Identity

Client's Name

Micro Key Solutions

Sub-Category

Brand Identity

Micro Key Solutions offers the most innovative, user-friendly software solutions for the security alarm industry; supporting over 4,000 customers in 43 countries with their central station, service, and accounting software. This includes continuously developing powerful, advanced mobile apps that help one stay connected with their business from anywhere. We were tasked with creating the brand identity for the MKSynergy™ application which is a web-enabled application that acts as a bridge between two applications enabling seamless syncing of data. It is an innovative platform that streamlines data entry and provides an auditing feature that saves time and money for alarm dealers. Visual research was carried out to create a consistent language, style, and appeal for the application. The brand keywords from the stakeholder workshops were connected with the Jungian Archetypes to derive an archetypal mix for the brand that aligns with the personality of the envisioned application. We also derived the voice and tone of the application that lends itself to have a unique and distinctive element of the brand’s communication with its customers. The logo embodies the essence of the power of collaboration. The logo icon is derived from the attributes of the keywords — link (connectivity), synergy, and the potential it holds to accelerate growth. The arms forming the triangular form represent connectivity and syncing while also suggesting balance and harmony. A robust visual identity system was developed to communicate the brand design coherently through digital, advertising, and print. Developing the user interface involved catering to various aspects of the interface including the creation of custom icons and illustrations, optimizing the layout, space, and fonts, and introducing color. It was designed using the brand colors in such a way that it is intuitive for the users to comprehend and navigate. We have received a very encouraging reaction from the client and the logo has won in World logo Design awards 2020 under the Animated logo category.

Credits

Visual Designer, ValueLabs
Vinay Kumar Gundampelli
Sr. Visual Designer -3, ValueLabs
Chandra Sekhar Reddy Katukuri
Lead Visual Designer, ValueLabs
Sourav Mukherjee
Sr. Visual Designer -1, ValueLabs
Dikshit Sharma
Sr. Interaction Designer -1, ValueLabs
Anuja Thanawala
SVP Design, ValueLabs
Kadambari Sahu
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