Apply At Scale - Brand Identity

Apply At Scale is a unique offering for students and professionals to make their life easy at their crucial stage of recruiting. If interview preparation is one behemoth task, applying to jobs is a different ball game altogether. Often the success of more interview calls lies in more number of applications. This is an extremely painstaking and soul-sucking process.

Well, it doesn't have to be the case anymore. Associates from Apply At Scale will manually apply to 1000+ relevant jobs on your behalf, increasing your chances of interview calls so that your focus remains just on prep and nothing else.

Apply At Scale was founded recently in the year 2023 where they managed to gain popularity within a short span of time by having new customers onboarded more frequently than usual and retaining their old customers as well.

But the problem was conveying the actual brand values to their upcoming and old user base. As the company recently entered the market and gained a substantial amount of users very quickly, focus on the company's brand identity could have been sidelined and therefore that problem was needed to be solved.

As the company's visual and brand identity was scattered and all over the place, it was crucial to start picking up the pieces one by one. Having a conversation with the co-founder of the company led me to understand that they were in desperate need of a new logo mark which resonated with the audience that they are trying to target and from that we can move forward with giving this platform a whole new visual and brand identity.

The process of logo curation for Apply At Scale involved the use of their old logo to keep the sentiments of the platform while giving it a whole new personality to meet the current standards for design and values.

The first ever logo for Apply At Scale involved a 'briefcase' as their logo mark along with a mixture of a serif and a sans-serif font for their word mark which was a weird combination considering the audience they were targeting and the platform that they are trying to build.

But I couldn't just discard this as a whole and kept this in my mind while working on the curation of a new logo mark.

Soon after their launch, they came up with a new logo mark which was absolutely catchy at a first glance but if you'd look it closely, the logo did not resonate with the target audience at all. Additionally, it was not able to showcase the kind of platform that the folks at Apply At Scale were trying to build.

But nevertheless, I could see a pattern here - a mixture of serif and sans-serif typography which could be a random choice at first but I knew straightaway that where we could use this to our advantage for a new visual identity which you'll soon find out below.

Considering the sentiments of their old logos while keeping in mind that a new identity has to be given, I started scratching my head thinking how can I produce a logo mark which

• conveys the direct meaning of the platform that is being built

• resonates with a job-finding platform

• feels friendly yet professional

• is catchy and up to the current design standards

So, I took their legendary 'briefcase' from their first logo, switched to a complete sans-serif typography for their word mark, combined the briefcase to look like a doorway which showcases the 'entry to paying jobs' - the core feature of the platform.

With some digging around and a number of iterations, here's what we have.

It was crucial to choose a set of modern yet sleek typefaces which could sync with the overall structure and identity of the platform. Therefore I went ahead and chose two set of typefaces - a primary sans serif font and a secondary serif font, keeping in mind their first two logos.