Skedulo — evolving a brand with good bones
Redesign with purpose
I personally love working on rebrands but not a fan of rebranding for the hell of it. After an initial audit, it was clear that a lot of great foundational work had already been done at Skedulo and there was no need to do a complete 180. The old logo was an S made up of swim lanes, a feature of the product that gave users an easy-to-read view of their team’s schedule. This was a great concept that was executed quite subtly that I knew I wanted to amplify.
Another big step was figuring out how to best ‘unbox’ the Skedulo S and unlock its potential. Once we figured that out, the brand refresh took flight—providing us with design elements that were recognizable, scalable, and flexible.
A brand is more than just a logo. Once we started feeling good about a general direction we wanted to stress-test different applications while forming the system. It was paramount to do these tests on practical applications like ads and presentations, keeping a digital-first mantra in mind. Because we had a very small team, we didn’t want to waste a ton of time on “vanity mockups” like tote bags and other brand artifacts that were not going to be relevant to our immediate rollout.
Branding for digital-first
There’s a lot of conventions in the brand design space that’s been held over from a different era — or at least for different types of companies. For example, for most tech companies, 90% of your brand touch points are digital. If that’s the case, why would you confine your brand color to Pantone colors that are optimized for print? Evolving the Skedulo brand meant effectively contextualizing the space it lives in.
