This was a project that kicked off 2010 for me, which came just at the right time when the snow stopped the UK in its tracks.  docGenix is a New York-based documentation risk management firm that needed to develop brands for two of their online products – Synopsys and NAVigator. These are specialist products for analyzing complex legal documentation, so it occupies a space where technology meets the world of law.

We originally branded Synopsys about a year ago in quite a hurry when the focus was mainly around designing the UI for the application itself, so this time we put in a bit more love and care into the brand.

One of the main challenges of this project was to align the two products accordingly in the brand architecture. Both Synopsys and NAVigator serve as a suite of products available as part of a docGenix inSight service. To position those products we devised a tagline ‘powered by docGenix inSight’

The visual treatment of these brands feature the use of Franklin Gothic Condensed ( a favourite of mine, it’s classic) with a vertical gradient of colour to add a richness to the logotype along with a soft shadow to make it more tangible.

Each brand can occasionally be seen a visual device to support the logotype. A compass device was created for NAVigator and a document device for Synopsys. As a rule the visual devices do not appear in conjunction with the tagine. There are other occasions when the logotype stands alone without a visual device or tagline. Some further work will define how and when these combinations can and can’t be used.