A logo is only a fraction of what we deliver.

The real value starts long before design. Understanding the brand, its audience, personality and positioning lays the foundation for every creative decision we make with our clients.

But logo exploration is where things get interesting. It's where strategy begins to take visual form, setting the direction for the entire identity system.

For Tandem, we explored multiple directions built around four ideas: Shared Progress, Simplified Complexity, Continuous Movement and Unlocking Opportunities.

Six distinct concepts. Six different interpretations of the same brand strategy.

Which direction do you think answers the brief best, and why?

In geology, strata are layers laid down over time, each one holding the rest. That’s exactly what an enterprise platform should feel like.

I designed the brand identity for Strata, a SaaS platform that connects fragmented systems, data, workflows and teams. The name already carried the idea, so the identity makes it visible: “Every layer, working as one.”

Logo: Five stacked layers forming a subtle S, solid like rock and arranged for motion.

Principle: “Complexity, organized into movement” turns a dense product story into something calm.

Palette: Strata Blue #2447F9, near-black #02040C and white. Flat colour only, so every layer stays distinct.

Layout: Modular grids and architectural spacing that build pages the way strata build ground, in order.

Imagery: Portraits washed in Strata Blue, with light streaming through, putting people at the centre of the system.

A good name sets up the brand. The identity has to prove it.

If your SaaS or B2B platform needs a brand as solid as its infrastructure, let’s talk.

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