After HERE/Nokia’s acquisition of Medio, the colors and branding of the two entities began to clash which was visually impacting our marketing. My team was in the process of creating a multitude of content that would bridge the gap between Medio and HERE, including the Mobile Marketing Suite. A unified brand language was crucial.
The Problem:
Conflicting colors, logotype, and the Medio mark made cohesion an issue. Nokia and HERE’s logos were grounded, in contrast to Medio lockup. This made it difficult to pair them on-screen without creating an imbalance of negative space. Medio was also being pitched as a stand alone business under Nokia, so it was critical that our branding demonstrated that.
The Solution:
I modified and customized the lowercase HERE font to move away from Medio’s old slab serif. The “arrow” was rebuilt with inspiration from the Canvas of the Mobile Marketing Suite, and a reference to data and analytics - building an image or perception from multiple data points.
Extra options from the process:
