Both CGTech and the existing Vericut brand had well-established blue colours, though they did not land on one in particular. We started the identity work with a more sophisticated colour palette using complementary colours, with a core and supporting blue plus an accent orange.
For the logomark, we derived inspiration from the CNC cutters' actions. Starting with a solid block, we cut away at it to reveal a ‘V’ shape. The removed corners created interesting angles where the ‘V’ sits perfectly. Placing these elements on a grid helps us quickly create alternative layouts with spaces to hold text, photography and other graphics.
The digital (software) and analogue (machining) crossover inspired the typography. Transducer is inspired by typefaces found on machinery and gives a nod to imperfections found on cheaply printed labelling. This, combined with TT Autonomous, a modern brutal technological sans-serif, creates an interesting yet authentic and legible type pairing.
The photography and graphical elements used help Vericut move away from exclusively showing software screenshots, showcase the human side of Vericut, and tell more of a story about its people, clients, and success stories.
Iconography has been developed to highlight key areas and modules within the software and industries in which it can be used.
Highlighting key data such as optimised spindle speeds in a graphical way further reiterates that the software helps its users to Forgo Frustration, and improve productivity and efficiency.
The culmination of these elements creates narrative within imagery, allowing us to tell stories with a minimal need for words whilst using cohesive brand assets that improve brand awareness and help to associate Vericut as THE Superior CNC simulation and service.
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