Modulating the future piece by piece

Zero-True was designed for collaboration. Their brand needs to convey a progressive, accessible, and simple solution to attract their target audience: data analysts and data scientists. However, as data is a delicate topic, the branding approach for the SaaS startup must not be too playful; it should establish trust among their users. The goal was to create Zero-True's visual identity, their UI design system, and brand communication materials.

To convey the key brand messages of modularity, ease of use, and speed, we developed our ideas around the concept of “The simplicity of modularity”. A trapezoid serves as the basic element: it can be multiplied to form other shapes that evoke ideas of power, growth, and computing. Thus, it is the foundation of their visual identity and the user interface of their product.

Perfectly matching the overall visual identity, the trapezoid shape serves as the starting point for the isotype: it is built around a “Zero” shape as negative space, adding uniqueness and recognizability to the brand. In combination with the clear-cut, tech-oriented yet elegant typeface, the logo is balanced and compact, with a friendly touch due to its lowercase letters.

The Zero-True color palette is a harmonious blend of dark-themed tones and softer yet vibrant tones. True Dark and True Light are the primary colors, communicating trust and simplicity. True Lilac and True Haze are used as secondary colors. Together with Golden True as the accent color, they give off a dynamic vibe. While the dark shades offer a bold, tech-oriented statement, the incorporation of soft pastel colors creates harmony and adds a human and sympathetic touch to the brand, representing the collaborative aspect.

The combination of two dynamic, straightforward fonts reminds one of computing, enhancing the tech aspect of the brand through text elements. Pathway Extreme is used across all body texts when we need the information to be clear and easy to digest. For display and code text, we use Azeret Mono.

The visual language of Zero-True uses a system of abstract and simple shapes that can be used across different brand touchpoints. Powerful and unique at the same time, they help build the brand and add a bonus to the visual language, with their distinctive shapes enhancing recognizability.
Just as in the logo, the concept of modularity is also represented in the simple, branded icons.