Running a 3 hour brand sprint with 3DR leadership team
The blue Site Scan S worked across one product, but wasn’t easily mimicked? across secondary product lines to create a cohesive brand. I made the argument that with multiple products under the 3DR brand and a quickly-changing market, we needed a new symbol that could expand across all existing and future product lines.
After presenting a few options, the leadership team agreed upon the Site Scan chevron. It was similar to other symbols in the AEC industry such as geometric shapes, triangles, and measurement tools and the symbol is built from the negative space in the 3DR logo, making it consistent yet unique to the primary 3DR brand.
Old branding (left) and new branding (right)
I created a brand system that tied together the 3DR brand into a number of products: 3DR Site Scan, 3DR GCP, 3DR Customer Success, 3DR ESRI Edition, and 3DR Supported Drones. My goal was to create a system that was timeless and could be built on with any additional products that the company would add to its offering in the future. Each symbol is locked up with the product name using the consumer Solohagan typeface.
To bring all of this work together I created a 3DR Brand Guide. It includes logo & symbol usage across all 3DR products, colors for digital and print, typography, 3DR voice and tone, and imagery examples.