Kubuntu Focus Product Branding
Kubuntu Focus Product Branding
Medium: Integrated
Company: MindShare, Inc.
Role: Creative Direction, Brand Strategy, Identity Design, Visual Design, Copywriting
Year: 2020
Objective:
The discovery process and competitive analysis for the Kubuntu Focus product sales site redesign revealed that the current product branding did not meet the company's desired positioning or usability in the social marketplace. As a part of the site redesign, the leadership team requested I redesign their logo and identity package to accompany their new product line launch.
Solution:
With the existing Kubuntu OS (KOS) logo being a required element in the new design, I used it as a starting point to craft a bold wordmark. The new logo gave Kubuntu Focus the visual qualities its brand needed to differentiate itself, paying homage to its partnered KOS brand.
Challenge:
The discovery process and competitive analysis for the Kubuntu Focus online sales funnel redesign revealed that the current product branding did not meet the company's desired positioning or usability in the social marketplace. As a part of the site redesign, the leadership team requested me to redesign their logo and identity package to accompany their new product line launch.
Solution:
With the existing Kubuntu OS (KOS) logo being a required element in the new design, I used it as a starting point to craft a bold wordmark that provided Kubuntu Focus the visual qualities its brand needed to differentiate itself while paying homage to its partnered KOS brand.
Challenge:
The discovery process and competitive analysis for the Kubuntu Focus online sales funnel redesign revealed that the current product branding did not meet the company's desired positioning or usability in the social marketplace. As a part of the site redesign, the leadership team requested me to redesign their logo and identity package to accompany their new product line launch.
Solution:
With the existing Kubuntu OS (KOS) logo being a required element in the new design, I used it as a starting point to craft a bold wordmark that provided Kubuntu Focus the visual qualities its brand needed to differentiate itself while paying homage to its partnered KOS brand.
Background
The Kubuntu Focus mobile platform is the brainchild of Mindshare, Inc., based in the San Francisco Bay Area. Their charter is to deliver a premier Linux-based mobile platform for high-end research, development, engineering, and scientific users, as well as the prosumer and those seeking an alternative to the Apple and Microsoft ecosystems.
The cornerstone of the Kubuntu Focus platform is an onboarding and setup experience that drastically reduces the time required to get up and running on similar Linux-based offerings. Through curated guided solutions and regular software updates, Kubuntu Focus has uniquely positioned itself as a friendly alternative amongst its competitors.
The Kubuntu Focus logo before (left) and after (right)
Wordmark Construction
Wordmark Construction
One of the core aspects of the Kubuntu Focus product brand is its deep association with the KOS development team and leadership role within that open-source community. Because of this and its partnership with Kubuntu, the leadership team determined utilizing the KOS logomark as a part of their visual brand would cement their dedication to that platform. To sufficiently differentiate the brand, I integrated the existing Kubuntu logomark into the new Focus product wordmark and developed bespoke letterforms derived from the logomark's proportions.
One of the core aspects of the Kubuntu Focus product brand is its deep association with the KOS development team and leadership role within that open-source community. Because of this and its partnership with Kubuntu, the leadership team determined utilizing the KOS logomark as a part of their visual brand would cement their dedication to that platform. To sufficiently differentiate the brand, I chose to integrate the existing Kubuntu logomark into the new Focus product wordmark and develop bespoke letterforms derived from the logomark's proportions.
“Chip’s attention to detail and reliability is unsurpassed. He collaborates fully with multi-disciplinary teams and always produces a thoughtfully conceived and professional product.”
Michael Mikowski
Founder, Kubuntu Focus
Logo variations in different settings (clockwise from upper left: primary, inverse, grayscale, translucent, black & white, white)
Color palette
Brand typography showing typefaces for primary branded settings, and supplemental typefaces where Panton is unavailable as a webfont
Brand Guide
Expressions of the Brand
