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New Name, Logo, and Identity for Keap by Pentagram
 

before

after

Noted Feb. 19, 2019 by Armin

Industry / Software Tags /

About

(Est. 2001, originally Infusionsoft) “Keap is on a mission to simplify growth for millions of small businesses. For 15 years, Keap has been helping small businesses get organized so they can deliver great service and close more business. Today the pioneer of CRM [customer relationship management] and marketing automation software for small business serves more than 200,000 users globally with its Infusionsoft and Keap products. Keap is headquartered in Chandler, Arizona with offices in San Francisco and Atlanta.”

Design by

Pentagram (New York, NY; partner, Luke Hayman)

Related links

Pentagram project page
Keap press release

Relevant quote
The Keap wordmark is bold, simple and friendly. The arrow instantly conveys how Keap helps its users: connecting, streamlining, organizing, and bringing order to their work. The symbol can be used to visually represent movement and flow, indicate a direction or sequence, or illustrate a path of movement through complex systems.

The new name Keap represents the perseverance small businesses put in each day to keep going, keep serving and keep growing. Short and memorable, it suggests creating order and providing service. (The company’s flagship product, Infusionsoft, is now known as Infusionsoft by Keap.) Along with the name, Pentagram worked on brand messaging that is simple, straightforward and easy to follow, just like the software.

The Keap arrow comes to life in a secondary graphic language inspired by flowcharts, diagrams and decision trees, used in brand expressions like promotional collateral, advertising and motion graphics.

Pentagram project page

Images (opinion after)
New Name, Logo, and Identity for Keap by Pentagram
Logo.
New Name, Logo, and Identity for Keap by Pentagram
Arrow details.
Logo animation.
Typography.
New Name, Logo, and Identity for Keap by Pentagram
Business cards.
New Name, Logo, and Identity for Keap by Pentagram
Website.
New Name, Logo, and Identity for Keap by Pentagram
New Name, Logo, and Identity for Keap by Pentagram
New Name, Logo, and Identity for Keap by Pentagram
New Name, Logo, and Identity for Keap by Pentagram
Various poster-like applications.
New Name, Logo, and Identity for Keap by Pentagram
Tote bag.
New Name, Logo, and Identity for Keap by Pentagram
ID cards.
New Name, Logo, and Identity for Keap by Pentagram
New Name, Logo, and Identity for Keap by Pentagram
New employee kit.
New Name, Logo, and Identity for Keap by Pentagram
Swag.
Promo spot.
Opinion

The old name and logo were extra software-y but it could have literally been software for anything, from bovine inventory to elevator maintenance. I like the allusion of the new name to “keeping” and “retaining”, given that it’s a customer relationship management application even though my inner spelling alarm system keeps keaps going off. The logo… I doubt it will get any love in the comments and I’m not a big fan either. I get what it’s doing — embedding an arrow in the “k” — but it looks like the upper arm of the “k” gave up and fell flat on its face. It’s a hard letter to manipulate and the result is a little forced but, admittedly, still readable. AND it’s not a straight-up geometric sans. I like the complementary arrows and how they come together in formation. The dotted grid and large serif used in some of the applications are fine but somewhat random and not completely in tune with either the logo or the arrows. Perhaps the best stuff is the swag directly above that keeps things simple.

Your opinion…

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Comments


Logo Before & After
Sample Application

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