Noted: New Name, Logo, and Identity for Copper by Ueno

“Gone Metal”

(Est. 2013) “Copper (formerly ProsperWorks) is the No.1 Customer Relationship Management software for G Suite that’s recommended by Google. It works instantly through a seamless integration with G Suite, has a beautiful user experience, and is designed to help teams and businesses build long-lasting relationships. Copper services more than 12,000 paid businesses in more than 110 countries. Headquartered in San Francisco with over 200 employees, the company has raised $87M in venture capital financing to date from Google Ventures, Norwest Venture Partners, NextWorld Capital, True Ventures, and Industry Ventures.”

Design by
ueno

Related links
Copper name change announcement

Relevant quote
Copper asked Ueno to completely reimagine their visual identity. Our first task was to give them an entirely new name. We came up with Copper because it conducts energy, and has been a crucial part of currency for hundreds of years.

We worked closely with the amazing Copper team to give them a new name, brand strategy, a new identity, tone of voice, a digital and an OOH presence. We designed the brand, website, developed the art direction and photography for all touch points.

Images (opinion after)

Logo.
New Name, Logo, and Identity for Copper by Ueno
Animation.
New Name, Logo, and Identity for Copper by Ueno
Monogram
New Name, Logo, and Identity for Copper by Ueno
Guidelines.
New Name, Logo, and Identity for Copper by Ueno
Icon set.
New Name, Logo, and Identity for Copper by Ueno


New Name, Logo, and Identity for Copper by Ueno


New Name, Logo, and Identity for Copper by Ueno
Ads.
New Name, Logo, and Identity for Copper by Ueno
Mailer.
New Name, Logo, and Identity for Copper by Ueno
T-shirt.
New Name, Logo, and Identity for Copper by Ueno
Knit cap.

Opinion
The old logo was fine in execution, if a little cheesy on concept with a leaf blossoming out of the seed of a good relationship… or something to that effect, I’m sure. The old name was fine too; not great by any means but it hinted at something related to what the software does. The new name is quite abstract and I guess it’s also fine. I don’t have strong feelings for or against it. Mostly I’m surprised it was legally available. The new logo is also, um, fine. (I guess I know where the votes are heading today.) There is nothing new here other than a pleasant bold serif that happens to look good in this specific combination of characters. I’m not sure what the dots (or colon) do but that’s where they are — I guess it pays off of with the dot terminal of the “r” but not in any kind of satisfying way. The “c” monogram is nice. Applications are, you guessed it, fine as well. I think the most interesting thing about this is the icon set; kinda cool. Overall, it’s all decently executed but also completely interchangeable with any other product.

Source:: Brandnew