trend spy brand guide
visual identity, typography, color, and voice for a data-driven trend analysis platform.
primary logothe brand for trendspy, a market-analysis platform for small businesses: logo, color, type, and voice, written up as a guide the team designs and codes from.
positioning, the logo and its variants, a wcag-checked color system, the typefaces, the voice rules, and the rollout to web and mobile.
launched with the product in 2023. the beta landing page converted at 48%; 76% of people who started the sign-up finished it.
trendspy helps organizations spot emerging patterns before they go mainstream. the design language has to feel precise without feeling technical.
promise — uncover tomorrow's trends today. data-driven insights that inform better business decisions through real-time monitoring and advanced analytics.
personality — forward-thinking, data-driven, insightful, and accessible.
a portrait with data-visualization elements built into it: network lines and small charts in gradient blues and purples.
two variants: the primary logo with the wordmark, and the icon alone where space is tight.
x equals the icon's height. keep at least one x of clear space on every side of the logo.
minimum sizes
primary logo: 120px digital, 1.5in print
icon: 80px digital, 1in print
- keep original colors and proportions
- use on backgrounds with sufficient contrast
- maintain clear space around the logo
- stretch, rotate, or distort
- change colors outside the approved palette
- place on busy or low-contrast backgrounds
deep navy as the base, purple for accents, built for long sessions of reading charts. every text pairing meets wcag 2.1 aa.
three typefaces, one job each.
the voice is confident and plain. it explains what the data shows and what to do about it.
tone by context — educational content takes its time. product copy is direct. alerts are short. success messages are allowed to be happy.
"real-time trend tracking identifies emerging patterns across social media, news, and forums, giving you up to a 3-week advantage."
"we've detected an unusual spike in your tracked keywords. view the analysis to see what's driving it."
"our amazing, cutting-edge, revolutionary trend tracking system is proven to be the best in the world!"
"alert: keyword spike detected in system parameters across multiple data channels in correlation with temporal anomalies."
the identity in use.
- researchaudited competing trend-analysis brands to find room to look different.
- foundationwrote the promise, personality and positioning before drawing anything.
- systemdesigned the identity and the rules for using it.
- rolloutapplied it to web and mobile and checked it held up on each.