Between 2016 and 2018 I had the wonderful oppertunity to work for Fogwise. As in-house designer my work for Fogwise included developing an admin interface, an agent interface, and brand identity, to name a few.
One of my responsibilities for Fogwise included modernizing the brand, and creating a red thread between the old and opportunities ahead.
The brand identity would be represented throughout the different interfaces of the system, but also in all of the company’s branding, internally and in marketing.
Dark & Light Themes
For the re branding of the agent and admin interfaces, I wanted to build upon the dark admin interface, and light themed agent interface, that I would be updating. The difference in theming would compliment their individual uses, but also build on the ability to easily distinguish between the two interfaces.
This meant that while many of the components and elements would look nearly identical, they would only be slightly adjusted to suit the light or dark theme on which they would be visible. By doing this the two interfaces would have distinct individuality, but clearly belong to the same family.
The idea before the Fogwise logo originates with the purpose of the system. As a VOIP market research solution, the goal is interacting with respondents and gaining valuable insights. Therefor having charts or graphs symbolized in the logo was very important.
I made the letter “W” is central in the logo, to connect the company “Fogwise” with its system the “WiseDialer”. This letter also lend itself to be repurposed to symbolize a chart. And by using different lengths I could make the chart appear as an improvement to results.
By separating the two arches in the “W” I could combine the two brand colors. And additionally its arches would give the logo movement.
The CEO and the team were very excited about the logo, and I think whilst its execution leaves something to be desired, the ideas behind it were clever.
The colors we chose for the Fogwise branding were orange and teal. Orange the original brand color, and present in the original logo. We used the color to represent the individual, and is dominant in the agent materials.
The teal was selected to compliment the orange, to add a level of cool to compliment the warm of the orange, and make the brand appear more modern. The teal represents the collective, and is dominant in the admin materials.
Early in the project we discussed the global use of the system, and with that the need the ability to translate the system in a wide variety of languages.
We quickly narrowed our focus on “Noto Sans”. If you’ve ever stumbled upon a website and found that where text should be there are only square boxes, it’s because the language the website is attempting to display uses characters that are not found in the font used on the website. “Noto Sans” was created to avoid this from ever happening, making it the perfect font for this project.
We used this font in the logo, all brand materials, such as emails and business cards, in marketing materials including for social media, and in the WiseDialer system itself.