CATEGORY

Basic Identity Applications

LEVEL

Professional

RANK

DESIGN CREDITS

Designer

Brent Couchman


TAGS

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LINKS

Moniker
Jut

Jut by MonikerJut by MonikerJut by Moniker


CLIENT

An open-source data ana­lyt­ics plat­form for Enter­prise IT based in San Fran­cis­co, CA. They’re solv­ing the prob­lem of dis­con­nect­ed ana­lyt­ics resources for huge cor­po­ra­tions.


BRIEF

Cre­ate an iden­ti­ty to stand out visu­al­ly from the sea of same­ness in the enter­prise IT world. The iden­ti­ty need­ed to be bold and impact­ful, and speak to the prod­ucts with con­fi­dence and sta­bil­i­ty.


APPROACH

The logo is con­struct­ed from basic shapes derived from pie charts and info­graph­ics to speak direct­ly to Jut’s prod­uct offer­ing. The bold weight and heavy pres­ence of the logo are meant to stand out from the over­ly friend­ly com­peti­tors and sig­nal that Jut is dif­fer­ent. The col­or palette is decid­ed­ly sim­ple, using bold black and white with pops of yel­low and sil­ver as high­lights.

Moniker was a pleasure to work with. They used a user- and market-centered design process to help Jut capture the essence of our brand in a way that would stand out in a competitive marketplace. Jut wanted a visual presence that would not only look confident and strong, but would also strengthen our connection to data analytics. Their focus on constructing the logo out of a few basic shapes provided analytical reasoning that would appeal to all our buyers, our employees, and even our designers. — Apurva Davé, Vice President Marketing at Jut

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