keyture – the new cloud-native connectivity and IoT ecosystem from the Zumtobel Group.
How do you develop a brand for a new IoT ecosystem? You make the digital application platform and the emotional user experience the essential core of brand development.
Together with the client’s development and branding teams as well as the department for spatial and trade fair experiences, we have developed keyture: the new cloud-native connectivity and IoT ecosystem from the Zumtobel Group.
KUNDE
keyture, Dornbirn (AUT)
www.keyture.com
BRANCHE
Technology, Software
Insight: Brand analysis, Strategic analysis, Competitive analysis
Identity: Naming, Communication strategy, Story & key messages, Brand & design management, Corporate & brand design, UI/UX Design, Product & Application Design
Experience: UI/UX Research, Prototyping, UX Concept, Design System, Trade Fair Design, Keynote Design, CGI & Motion Design, Image-Movie, Digital & Motion Assets, Social Media Assets, Print-Design, Merchandising
Logo
The keyture logo is a stylized word mark. Its distinctively designed initial letter expresses the product and the added value of the application: connectivity, modularity, unlocking new possibilities. The initial can also be used separately for iconic branding. With keyture, new dimensions of intelligent data use can be experienced. In this sense, the super sign also rises into a new dimension. And at the same time, it is the basis for the fundamental keyture design principle that shapes the visual brand experience: the keyture modules.
Design concept
The keyture modules are used very prominently: from the largest trade fair back walls to the smallest detail of the digital application. They take on systemic user functions and ensure a striking branding at the same time. GUI elements define the brand appearance, the brand appearance defines the interface. Users experience a brand that allows product and communication to flow seamlessly into one another. The module set is designed and created as a systemic library and can be used in different workflows. The flexible and open design principle functions as an interface to other brands and is therefore also a visual expression of an open IoT platform concept.
The keyture colors encode the key product features and signal to users at all times which area of the application they are in: accessibility, UI theming and brand-shaping. This creates maximum orientation and space for additional product features. Derived from the digital application, these colors also shape the visual brand identity: the color arrangement of the communication reflects the respective communicated product features. In this way, we create a seamless synthesis of product and communication and combine functionality with emotionality.
Design elements
The keyture imagery focuses on people: the user experience, the benefits of use, the positive effects on environment, society, sustainability and efficiency. keyture visuals add an emotional human component to the tech-driven design principle.
The icon set and font were defined based on IT development requirements. Both components shape a harmonious entity and are characterized by the formal core features of the brand. Broad cultural coverage was a key selection criterion alongside systemic, accessibility and visual requirements.
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