Visual identity systems for Falkon

Summary, when it comes to brainstorming your logo, don’t be afraid of thinking out of the box and being a bit different. See how logos like the ones for Crypto Caveman and Sweet Trip cleverly combine ideas that you wouldn’t necessarily associate with each other—like cryptocurrencies and cavemen or a honey bee and a pin on a map? These original logo choices help them express character and stand out from the crowd.

About Brand

Falkon is building a new system of intelligence that empowers professionals to define, understand and improve metrics that really matter. Falcon is a Greylock backed company that’s changing how companies use data to make decisions

As product, engineering and research veterans from Microsoft, Amazon, Dropbox, Amperity and Zulily, we have lived through years of bad metrics meetings and fire-drills. Through those experiences, we have discovered a revolutionary way to combine machine learning and human intuition to empower professionals to define, understand and improve metrics that really matter.

Visual identity systems help FalconAI solve problems

Brand success, as with FalkonAI, often begins by producing one exceptional product. Then, to grow and create new products quickly and scale the brand family, you need a visual identity system. The presence of such a system solves, first and foremost, a business’s challenges.

Identity recognition: Falcon is new brand that need to grow from the baby. The need to figure out their ideas into mark to encounter recognizable.

Gain the trust of new users: The presence of standard rules and principles within the visual language accelerates the creation of marketing assets and creates uniformity throughout the visual layer of the brand. Consistency evokes trust.

Reduce costs and save time when launching new products: The process of creating new products, maintaining uniformity, and managing a brand is becoming more accessible, faster, and cheaper with a transparent visual hierarchy system.

Brand awarness: The brand system generates an external harmony that evokes a feeling of balance throughout all of the company’s products and services on offer. Often, updating a visual identity is a way to make internal, invisible changes externally visible to the people that use the company’s products.

Increase team motivation: Attractive visual identity positively affects a team’s motivation levels as well as their state of mind because it conveys the values and principles of the company.

Project History

At the beginning of the project, the Falcon Brand Manager did not fully understand how they start branding. They are a new type of data analytics platform. 

The manager came with the name and their big word expertises. The name of the company (and product) is Falkon AI. They let’s us to build brand without boundary and limitation. They need a brand guideline for new company and product. 

FalkonAI will turn data analysts into superheroes (i.e. ordinary people with super powers – their superpower will be Falkon). The inspiration of our name is Falcon. They love the fast speed of the falcon, as well as its ability to precisely see what’s going on on the ground even though it’s soaring hundreds of feet in the sky. Unfortunately most falcon representations and color palettes out there are very military oriented. That’s NOT our brand identity.

Our brand identity and attributes are:
1. Modern
2. Humble & Approachable
3. Intelligent
4. Clean
5. Witty (smart funny, not slapstick or juvenile)
6. Fast
7. Precise/succinct (not fussy)
8. Friendly
9. Reliable

Some explicit NON-attributes:
1. Classic/old-fashioned
2. Elegant
3. Mature

Creative Process

It’s challenging to swap the old for the new, especially when users are familiar with a logo and visual identity. Our experience shows us that to adopt a new identity, a client’s team needs at least two months to create it. And the more history that a brand has, the longer this process takes. This is because brand identity is ingrained into their products, services, and users’ mindsets.

Unfortunately, there are design agencies that do not pay attention to this. Such agencies accept a redesign task, don’t ask the right questions or spend the necessary time doing research, disappear for a few weeks, and then return with a solution that may not be approved. While this method can prove successful from time to time, the agencies that don’t collaborate with their client are less likely to receive a stamp of approval. And sometimes, even an appropriate design solution will be misunderstood if the client doesn’t have enough time to analyze the new visuals, understand the meaning behind their direction, and become acquainted with the new visual language. If rushed, the client may perceive the new identity concept as something alien and lacking in necessary contribution from their team. The Design Funnel takes this into account and thus anticipates and solves this problem.

Our Solutions 1

Such a process helps to identify any possible problems that the customer has in the early stages. For example, during the Low fidelity stage of sketches for one of the products within the Firefox family, we were studying a product that Firefox developed to protect users’ data. The task was to identify possible negative interpretations of forms and images and we did this by testing how people perceive metaphors. The Firefox team also tested the perception of images on its side. We collaboratively discovered that a certain number of users associated an open palm (akin to “stop”) with a religious theme, and the image of an eye with the concept of tracking users or those who lurk without their permission. Therefore, we stopped the development of these two areas, because these perceived meanings did not correspond to the task at hand.

3 moodboard / brand style for initial proposals. Such a process helps to identify any possible problems that the customer has in the early stages.

Client Perspective

We’ve engineered the Design Funnel approach so that it starts simple and, once baseline visuals are agreed upon by all parties, evolves to tackle complex tasks. We believe that this allows the client to be involved in the decision process early on, only taking a step back once we’ve established a guideline for them to follow. This makes it easier for the client to make several simple decisions throughout the process rather than a single difficult one at the end. Therefore, we divide the work into stages. We discuss and approve the results iteratively with the client. At the beginning of the job, the team examines dozens of “Low fidelity” sketches and studies which characters and conceptual metaphors are best suited to the brand strategy and the company alike. The design team justifies each decision and recommends which areas to explore further while simultaneously discarding the branches that seem to be dead ends.

Our Solutions 2

We’ve engineered the Design Funnel approach so that it starts simple and, once baseline visuals are agreed upon by all parties, evolves to tackle complex tasks. We believe that this allows the client to be involved in the decision process early on, only taking a step back once we’ve established a guideline for them to follow. This makes it easier for the client to make several simple decisions throughout the process rather than a single difficult one at the end. Therefore, we divide the work into stages. We discuss and approve the results iteratively with the client. At the beginning of the job, the team examines dozens of “Low fidelity” sketches and studies which characters and conceptual metaphors are best suited to the brand strategy and the company alike. The design team justifies each decision and recommends which areas to explore further while simultaneously discarding the branches that seem to be dead ends.

Feedback 1

Clients feel more comfortable when they understand the what and the why behind each iteration as well as what they can contribute, influencing the result positively. While the client’s input is critical, we, as experts, have a responsibility to share what we’ve learned from our past experiences and explain the current industry trends to help our clients understand our visual choices. We have noticed that teams that participate in the process and see the evolution of the project throughout its stages tend to believe in and support the result more. As a result, they incorporate the new identity consciously and maintain the uniformity of the visual identity in their future products.

Sketch/studio process/team management

Over the past ten years, we have developed a remote work approach that has been strengthened by successful partnerships with Turo, Salesforce, Netflix, and many other companies ranging from startups to Enterprises. The Mozilla Firefox team, like Ramotion, is distributed. This helped us to build a productive and collaborative working structure. The first Firefox team was based in the PST time zone, while Ramotion experts worked on the project tasks throughout several European time zones. This proto-phase, therefore, rendered a non-stop working process. When the SF team was asleep, Ramotion was preparing an update. Then, when the awakening Firefox team saw the results, they had an entire day to comprehend, discuss, and respond. This process forged a 24/5 working process.

Start with a brainstorm

The quality of communication across teams affects overall work efficiency. In offline work, people tend to organize personal meetings to share project updates. In online work, we use screencasts. Screencasts help to show results, tell stories, convey emotions and project information to each participant without wasting valuable time. Participants share and review screencasts when needed. In offline meetings, this is not possible. If a participant can’t attend a meeting, for example, they may miss a critical update. When working remotely, team members have more freedom with their schedules. They can choose when to read the report and when to react to it. This approach allows you to save half of the time you would otherwise spend in a meeting. A team member who watches a 20-minute presentation at 2x speed saves 10 minutes. On a larger scale, they can save hours.

Start with a brainstorm

Each week, we arranged regroups with the Firefox team. In these meetings, we collaboratively set the priorities for the following week, determined what needed to improve, and planned the next steps. We did all of this with the help of small group Zoom calls.

Start with a brainstorm

We think structured face-to-face meetings and workshops are a valuable way to build trust among team members. We held our first workshop with Mozilla at their SF office during the initial stages of the project. Our client partner was present in person, and our creative director participated online. The second workshop took place in the middle of the project after a series of visual studies at Mozilla’s Berlin office. The goal of the workshop was to determine the final direction for how we would present the redesign to their community. Both regroups passed on the client-side iteratively. We posed a topic, discussed it in detail, made a decision, and then moved on to the next question. In the evening, we had dinner and talked informally. We realized that our teams are quite similar, and we both share common values.

Start with a brainstorm

When we reached the visualization stage, the teams discovered that the “Fox” and “Fire” areas had become stylistically similar. Because of this, Firefox decided to combine the work that Sean and John did separately into one consolidated option. Ramotion continued to work on the “Free” direction as a separate entity. Both teams prepared an intermediate version of the identity. The goal of this step was to show our options to the community, get feedback, and identify the next steps based on the results.

Feedback 2 (The community reacted passionately and Firefox listened )

It was an exciting moment in the project. The community left more than two thousand positive and negative reviews. Mozilla paused to analyze and comprehend this information.

Decision Process

An analysis of the user comments showed that the audience was not ready for significant changes. Thus, the Firefox team made the “Solomon decision.” For the master brand and sub-products system, they decided to move forward with the “Free” system direction concept created by Ramotion’s team. The Firefox browser icon itself was evolutionarily improved but not dramatically changed.

Brand Application

Signs of sub-products consist of simple geometric shapes – atomic particles of the brand. This is the foundation of Firefox’s visual language. Firefox uses sub-products as browser extensions. This dictated the limitation of the size, shape, and nature of these artifacts. Ramotion developed step by step instructions so that the Firefox team would be able to create and use the identity of the sub-products autonomously by observing the principles laid down. The first example of the use of atomic particles was the design of the campaign “Firefox fights for you.” Ramotion team examined dozens of visual assets, both purely graphic and a combination of brand graphics and photographs.

Brand Application 2

Signs of sub-products consist of simple geometric shapes – atomic particles of the brand. This is the foundation of Firefox’s visual language. Firefox uses sub-products as browser extensions. This dictated the limitation of the size, shape, and nature of these artifacts. Ramotion developed step by step instructions so that the Firefox team would be able to create and use the identity of the sub-products autonomously by observing the principles laid down. The first example of the use of atomic particles was the design of the campaign “Firefox fights for you.” Ramotion team examined dozens of visual assets, both purely graphic and a combination of brand graphics and photographs.

Visual foundations guidelines and launch three new products

The result was a visual system that the Firefox team uses independently. The Masterbrand logo retained the dynamics of the original Firefox browser logo and expanded the capabilities of the system. The Firefox team used the guidelines to develop and refine the style while maintaining the principles of the system.

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