This time we have decided to go in a total opposite of what our research was saying. If we want to stand out, we have to think out of the box and use innovative means. We have chosen desaturated shade of yellow, which none of our competitors uses and which isn’t overly used in marketing but which really catches attention and highlights the
essential values for our business. The macaroon shade we have use is very subtle, easy to look at even when used in large quantities but at the same time powerful enough to make us standout. It looks exclusive and professional. It is combined with dark gray shades that promote stability, reliability and trust and white to bring balance and calmness.
R:249 G:238 B:131 #F9EE83
R:33 G:33 B:33 #212121
R:255 G:255 B:255 #FFFFFF
Our goal was to create immediate connection to the world of IT. We have used a digital font family, Rodus Regular Thin, with high legibility and readability.
A transparent cube is a direct connection to Plan B’s license free business model and straightforward services. There is nothing to hide, you can easily see through it. The cube also reminds of lego bricks. Plan B often describes their marketing strategy as building infrastructure out of lego bricks as they use a swapping technique to replace the
defective parts of datacenters.
Two parallel lines represent different alternatives: you can either go with a traditional manufacturer or try to work with Plan B. It is the second choice they provide for your business. It also resembles two founders of the company, Morten and Morten.
When combined together, they create a minimalist model of a datacenter viewed from the top perspective. Hexagonal shape represents the data box itself while two parallel lines create separation between slots in the data unit. Data center is an element which at the first sign represents world of IT and technology and shows what Plan B’s expertise is. Hidden elements in the
logo represent all values from our three ring target, which are as follows: transparent, innovative and alternative.
The main symbol is complemented by company's slogan: set IT free. It is simple but eloquent. Its core message is to bringb righter and more profitable future of storage. At the same time it is a wordplay that gives user two ways of how to pronounce IT (either as a pronoun 'it' or as 'an abbreviation for information technology'). This way wehave brought freedom of choice and two
alternative choices to the slogan too. “Set IT free” is inspiring, motivating and sticks to the idea of going with the plan B.
To express Plan B's innovative approach in the promotional material we had to come up with unconventional composition and materials. Instead of using classic horizontal business cards we started working on standing vertical cards with unusual layout and abundance of white space to make itl ook more exclusive. The cut out parts not only provide very fresh and contemporary look but also reflect Plan B's straightforward and transparent services. The fine blackpaper brings reliability and strength.