(Est. 2014) “Collinear is pioneering next generation, ultra-high capacity, over-the-air connectivity solutions for global communication networks. By combining Free Space Optics (FSO) and E-Band RF technology with intelligent traffic management, our solution enables fluidity in communications to catalyze how people and things bring about transformation. Collinear is driving advances across traffic management, speed, latency, range, form factor and deployability to deliver solutions that provide the scale, flexibility, and elasticity to satisfy requirements of traffic diversification and high-volume data growth.”
The brand purpose was defined around enabling “Fluidity in communications as catalyst for transformation”. […] This strategic foundation called for a completely new visual identity system. The design expression was based around a very simple, yet powerful idea: using the equals symbol derived from the ‘ll’ of the Collinear logotype as the core asset. It embodies the idea that Collinear is an enabler, which is demonstrated through the co-existence between technologies, between their collaborators, and end users and the benefit of their solutions.
Images (opinion after)
The old logo… wow. I don’t even know where you find such a font or (were it a custom wordmark) how you would rationalize it. If you like rave-like, non-reducible logos, though, this was fantastic. The new logo isn’t the most original by any stretch of the imagination but, in its simplicity, it’s perfectly executed and once you see that the core element of the identity is the equal sign, it’s impossible not to be drawn to the “ll” in the logo. The system for the applications (as there aren’t that many applications to be seen) is energetic and exciting, managing to make the equal sign engaging, meaningful, and visually interesting.