Standard Software is a technology company specializing in SaaS solutions. With a diverse portfolio of products spanning digital marketing, customer service, and marketing tools, they sought to develop a new brand identity that would reflect their commitment to customer experience and support their future growth.

As a growing tech company, Standard Software needed a brand identity that could effectively balance their professional expertise with an approachable personality. With operations across mainland China, Southeast Asia, and Russia, the brand design needed to resonate across different cultures while maintaining a consistent message about their values.

Through extensive discussions with the Standard Software team, we gained deep insights into their core values: a reliable work ethic and genuine dedication to customer success. Our design approach focused on creating a comprehensive visual system. The logo incorporates concepts of data visualization, quality assurance, and innovation, using simple cubic forms and dynamic lines to convey both technological sophistication and forward momentum. We carefully selected colors and typography to maintain a balance between professionalism and approachability throughout all design elements.