LANSOFT
From reality to digital: how brand architecture for digital business was developed
LINII agency was invited to develop brand architecture and create a modern identity for the LANSOFT IT holding, which united leading platform solutions in the corporate software segment into a single product portfolio: TURBO, LDM, BPMSoft and Goodt.
The systems take into account the best world practices in creating software for large businesses. The products complement each other and form a reliable technology stack that allows you to automate all the main processes of a modern digital enterprise: from budgeting and marketing to warehouse management and equipment life cycle.
To visualize the LANSOFT brand, LINII design team proposed the idea of the transition from reality to the digital world. Seamless is one of the main features of the new phygital reality. Borders have long ceased to matter, reality is turning into technology, technology is integrated into reality.
The logo is based on the idea of connecting the digital and real worlds. Visually, this is expressed through the interweaving of fiber optic cables. Our task was to develop a sign that would work equally well as a separate symbol and with the font part, and would reflect the idea of the brand.
The main illustration of the transformation of reality is its transformation into binary code. Therefore, the main visual technique is the transfer of images and meanings from the digital space to the physical world, where any object or action is presented as a sequential algorithm consisting of binary code. Code fragments can be cropped and used as a pattern.
A characteristic feature of the visual identity of the LANSOFT brand is the use of a blue digital range. Shades of blue add depth and technology to communications.
In addition to the patterns and objects created from binary code, the identity includes 3D objects. They also reflect the interaction of the real and digital worlds, being a continuation of each other, but in digital form.
Dmitry Burenko, Development Director and Partner at LINII, comments on the task set before the agency: “Creating an umbrella brand for existing successful businesses is a task with an asterisk. In such a competitive category as digital transformation of enterprises, this is doubly difficult. Together with the client's team, we managed to develop a bright and relevant image of LANSOFT”.
In addition to the design of brand communications and its corporate media, we developed a detailed brand book with rules for using variations of the logo, fonts, corporate graphics, as well as rules for selecting images to reflect the integrity of the idea.
