The Athemaster name takes after the Greek goddess Athena. As a traditional symbol of wisdom, the client had requested to keep the owl as part of the new logo. Several considerations were had including using the full body or just the face of the owl, its expression, how much detail it should have. A brand having an owl for a logo was not new ground, so an added challenge was making it distinguishable among other brands with owl-centric logos. After rounds of distilling down options, the eventual logo was one that could feel sophisticated, smart and approachable without becoming too cute or aggressive.
Athemaster
Brand identity
Athemaster is a data consultancy that uses the latest in open-source technology to provide clients with tailor-made solutions to their business problems. Emerging from the pandemic with a cooperate identity that has remained unchanged since their establishment eight years ago, they felt the time was right for a brand refresh. The goal was to achieve a more modern look that better spoke to their business offerings of being data-first.
The old logo takes inspiration from the owl of Athena, also known as Minerva, which is seen as a symbol of knowledge and wisdom throughout the Western world. With respect to its legacy and meaning, the approach was to create a simpler and more recognizable logomark that could be seen as an evolution of what came before.
A cool green hue extracted from the old logo was made the primary colour, supported by the introduction of fern green and lime. This palette was put together to evoke a response that is natural, human and professional.
Much like being a data consultant, the choice of typeface had to be smart, formal and approachable. Raleway fit the bill for its elegance and versatility. Its distinctive ligatures and terminals keeps it from getting too lost in the sea of sameness. Working well for both print and web, it equally holds it own be it for headers or body copy.
Development
The visual identity was built upon Athemaster's core principles of being a beacon for wisdom and steering data forward. Being a B2B service, it was important they instill credibility and confidence in their brand voice and messaging. As such, a language was set in place that would balance tech-savvy acumen with corporate professionalism. The strategy here was to keep things simple with a concise colour palette, modest visual elements and a no-frills approach to compositions and layouts.
Athemaster
Brand identity
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Year: 2024 | Market: Taiwan | Role: Art direction
Problem
Data consultancy firm Athemaster was doing business with an identity that was dated and didn't quite reflect their expertise convincingly. Eight years on from their inception, the brand has stood unchanged and was in need of a much needed refresh. The goal was to achieve a image that better spoke to their business offerings of being data-first while positioning them as leaders in their space.
Solution
Research began with deep client discussions to get a better understanding of what they stood for and how they wanted to be presented. Following a brand audit, the logo was the first to be redesigned and everything else expanded upon it. By keeping what worked and discarding what didn't, this evolution could be seen as organic and a logical next step for the company.