YLD

YLD: Embracing the culture of learning

I was approached to design a new visual identity for a software engineering consultancy that helps clients move away from a culture of delivery toward a culture of learning.

From code to product

The identity is aimed to reflect the company's shift from engineering toward a more holistic offering. At times it is intentionally made to feel a bit tongue in cheek, giving a subtle nod to the company's software engineering roots, while maintaining maturity and optimism that would match the company's aspirations.

Colour palette

Largely achromatic colour compositions are accentuated with vibrant colours, inspired by command line interfaces.

The mark

YLD attributes its success to close collaboration with clients and the belief that the company can only be as good as its people. The logo explores the idea of partnership and growth via the orbiting of two circular elements.

Variants

The logo is designed to accommodate the scaling and diversification of the company's business. It enables YLD branches to introduce elements unique to each of them and to create a sense of belongingness for the employees.

Designed to evolve

An integral part of YLDs graphic system is to be easily adoptable and scalable - anyone who picks it up should feel comfortable to play with new ideas while keeping the essence of the brand intact. The digital and printed media that I worked on explore how simple schematic elements can work together to create new narratives while retaining a cohesive feel and voice.

It was exciting to create printed media for a mostly digital company. Apart from the usual accessories such as business cards and lanyards, YLD had a great interest in self-publishing books thus emphasising the culture of learning and sharing that the company is built on. This was a great opportunity to define an additional dimension to the graphic system that would enable the company to create a series of book covers governed by a few simple rules.