We engaged the strategic design agency, Manyone, to help us in this process, involving three phases:
Our new visual identity centers around the dynamic nature of value chains. Companies play a crucial role in climate action, and their greatest impact lies within their complex value chains. Morescope’s powerful data model maps these value chains efficiently and accurately, allowing businesses to model the effects of changes such as supplier switches, technology implementation, and innovative business models. We also allow companies to compare climate solutions and quantify their long-term impact on decarbonisation pathways. This was identified as a core piece of our strength and uniqueness in the market, and was a natural visual cue for different elements of our visual identity.
Inspired by value chains, our new logo is dynamic and adaptable. It embodies our boldness, taking up space while being versatile across various mediums.
The logo embodies the concept behind dynamic value chain, conveying Morescope's bold mission to drive flexible, impactful business changes for planetary benefit.
We are proud of our logotype. It's long, it's impactful and it's certainly not like any of our competitors. In our brand we have the flexibility to play with size and scale. Just like our customers who range in sizes, we also adapt to best fit the desired application and brand experience.
Our color palette reflects two strengths: deep green, representing our commitment to environmental integrity, and bold, playful colors that facilitate engaging storytelling around complex themes.
1. The Morescope color palette emphasises the use of deep green and light grey to create a solid foundation. Deep green is primary used as text and stroke colour, but can also be used on backgrounds.
2. The colour palette consists of 3 storytelling colours. This work to support either text-highlighting, filled backgrounds, graphical shapes - by creating contrast, variation and help the user navigate based on colours.
Our last colour is the brand highlight. This works as a brighter colour for distinction. Use for CTA and highlight words in headings.
The chart below gives an approximation of how much each color should appear in the Oculus visual identity. It’s important to add that the use of Deep green is used as the primary colour of text, hence why it’s heavily favored in the approximation.
Our typography is both memorable and authoritative, featuring distinctive shapes that enhance recognition of key themes. It’s easy to read and designed to effectively communicate numerical data, reinforcing our “Show & Tell” approach.
Our chosen typeface, Sagace, balance clarity with distinctive character details, ensuring legibility while making our brand instantly recognizable. The following guidelines outline how to leverage our typography to maintain consistency and reinforce our identity across all touchpoints.
Numbers is important for our identity. The Sagace provides distinctive numbers to help express the brand in “unbranded”-applications.
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