Brandflash: Giving Mindflash a brand-new logo

Brand old and new
As you may have noticed, one visually small but conceptually large item on this page has changed since you last visited. I’ll give you a hint: it starts with “M,” ends with “flash,” and likes to hang out in corners. Give up? It’s our new logo! You can see it showing itself off in the upper left.

 Why we looked the way we did

When Mindflash launched the current iteration of our LMS in 2010, the new product was designed to be an easy to use, simple to set up online training tool for small to medium sized businesses. A significant departure from Mindflash’s original, more powerful but also much more complex product, this new 2010 product was designed to trade some of the more advanced functionality for a far simpler interface, with an emphasis on ease of use that would appeal to small and medium sized businesses. The logo that was implemented in this new product accurately reflected this new focus—playful and friendly, the wordmark used lowercase typography, primary colors, and a simple decorative flash to appeal to Mindflash’s target customer.

In 2013, in response to growing demand from larger companies, Mindflash started building more advanced features and interfaces designed to support larger programs. The ways in which administrators could manage training and trainees within Mindflash started to expand and develop. The product was growing to support larger online training programs that could reach hundreds of thousands of trainees across the globe.

A time for change

When I joined Mindflash in May of this year as Head of Design, one of the first things I knew I needed to update was our logo. Mindflash had transformed into a true enterprise platform capable of serving much larger numbers of companies and trainees, and the existing logo, with its lowercase type and playful flash decoration now seemed insufficient to represent how powerful the product had become.

The solution

The first step towards making our new wordmark more mature was changing the typography. Instead of a geometric, open, airy, sans-serif typeface, I moved to a bolder monoline typeface that takes up more space, making stronger positive space inside the logo. I also changed the casing to title-case, a simple way to make the wordmark feel more formal and professional.

The second step was a subtle shift in color. I set the new typography in a lighter blue with more utility and an orange accent, allowing us to create compliments and accents against it without making our color palette appear too heavy or oppressive.

brand thumb and color

The third and final step was changing the iconography around the wordmark—I removed the flash above the mark, replacing it with a caret pointing up and to the right, to suggest the growth that Mindflash can help companies achieve with our training software.

flash to carat

And there you have it! Mindflash’s business has evolved, and now its logo has changed to match it. Look out for a whole new look in our product and on our website in the coming months.

new brand final

Miles Ceralde is Head of Design at Mindflash, he is committed to improving user experience in the product and making the brand beautiful. He spends his free time admiring well-set typography on street signs and sampling artisanal coffee.

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