INFOMOTION (www.infomotion.de) is one of the leading data performance consulting firms in the German-speaking region. More than 500 employees have been developing manufacturer- and technology-independent solutions to support companies from a wide range of industries in getting the greatest possible added value from their data since 2004. Since May, INFOMOTION has been presenting itself with a completely revamped visual identity developed by the brand and design agency Peter Schmidt Group.

The new look takes into account the changed view of the industry as well as the culture and self-image of the company. The times when data performance was seen as a nerdy niche topic are long gone. Customers – as well as existing and potential employees – see it as a valuable, cost-effective consulting service. “Companies in the IT industry have to present themselves differently today than they did just ten years ago,” said Ruediger Goetz, managing director of Peter Schmidt Group. “Technical competence is no longer a distinguishing characteristic, and now emotional appeal is what makes the difference. By communicating the enthusiasm and dedication of their employees, they make the brand accessible and attractive.”

The central element of the brand identity is a newly design visual that not only depicts the initials I and M but also represents a positive curve as the pictorial translation of the data performance theme. Both the thickness of the strokes and the deflection of the curve can vary within a specific, pre-defined framework. This gives the visual the flexibility to adapt effortlessly to various media and formats. At the same time, it enables both individual adaptations by employees and generative design solutions.

Placed in a circle, the visual forms the company’s logo. The designers at Peter Schmidt Group supplemented the distinctive orange previously used with a bright pink to create an energetic gradient. Contrasting shades of blue complete the color spectrum; a flexible layout concept, icons and diagram style, alongside imagery employing a blurred background and a reduced color pallet, add the finishing touches to the design system. The new visual identity was created in the studio of executive director consulting Kristin Janoschka by a team headed by creative director Felix Damerius.