Software Advice Brand Refresh Strategy

For our brand refresh for the Software Advice brand, I used market research, user data, and a series of interviews with key stakeholders (including the company’s founder) to write the brand platform and voice. Following that, I developed these concepts for the visual brand expression (designers tackled the actual mockups), which were pitched to leadership.

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Following selection of a concept by leadership, I did user-testing of the mockups with our target audience to ensure it could be easily understood and matched the project goals before further development.

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GetApp Logo Concepts

I developed the idea of the core of these logo concepts, then partnered with designers to mock them up. I then wrote the written descriptions for the designs to communicate the brand qualities they represent to the leadership team.

GetApp Logo Mockup

Logomark:

The hexagon/honeycomb pattern signifies “deep, technical knowledge,” as there is more science and precision to a honeycomb found in nature than initially meets the eye. It’s also a pattern that represents “integrations,” requiring each piece to fit precisely together to build a whole, as in building a stack.

The arrows on either side of the logomark represent how GetApp will be able to lead you in the right direction in your software search. They’re also brackets used in coding, to signify deep, technical knowledge to a tech-savvy buyer.

Wordmark:

When placed above the last P in the wordmark, the logomark resembles an abstract radarsymbol, further communicating that we help you with search and discovery.

GetApp Logo Concept

Logomark:

The hexagon/honeycomb pattern signifies “deep, technical knowledge,” as there is more science and precision to a honeycomb found in nature than initially meets the eye. It’s also a pattern that represents “integrations,” requiring each piece to fit precisely together to build a whole.

The interlinking shapes signify both the passing of data from one app to another via integrations, as well as the passing of knowledge from one user via reviews.

The chainlink pattern the two inter-linking shapes make signifies security and data privacy.

Wordmark:

The curved G, paired with the sharpened Ps, give the wordmark an almost key-like shape.

The slanted cuts in the crossbars and descenders of the G, T, and Ps embody technical precision while giving the whole wordmark a feeling of moving up and to the right, signifying growth.