BRAND HISTORY
KEEPSPIRE BRAND
The pink triangle is the emphasised element of the Keepspire logo in colour which one of the cofounders dislikes. So, how does it work?
I guess we should start from the very beginning.
The original company was founded as a boutique consulting firm in 2011. And around 2015 the team consisted of about five full-time employees. The company, located in Poznan, was focused on project management consulting. And 10 years later, the company has changed... and the main focus of Keepspire now is to deliver support in agile transformations and management consulting. Thus, the company needed a new brand identity to develop and expand due to such changes.
At that time, there were different possible variants of how to make a company’s name memorable, like, for instance, designing only the first letter of the company’s name to make it a key element. But there was just one right option – Keepspire as a whole word logo. Its name has a deep meaning, so it couldn’t be hidden by the design of only one letter.
And the first step was to, on the one hand, design each letter individually, but on the other hand – create something which would combine them. And this is where there is a thin line in displaying moderation – between “oh, it’s too much” and “hm, actually that’s interesting”.
Finally, all letters were designed and next was the necessity of choosing something to pay attention to… An emphasized element in the already fully-designed logo. It seemed that we needed something really simple. At first, it was just a dot in the “i” letter in a different colour, but then we decided to interwove the logo design with the way the company cooperates.
And the perfect element appeared – a triangle we copied from “K”. Note that the triangle has three angles, which means: our customer, their problem, and we – Keepspire company. Working with us means cooperating tightly within the “triangle” to gain booming results.
We don’t rely on control and we hate hierarchy. That is why properly configured ties and working as one team on reaching the desired goal are so valuable for us.The really interesting thing was the step with choosing the emphasized colour. Remember the beginning..?
The first almost approved colour was green. There were also a lot of other options and different shades of neon, but the only colour that really worked appeared to be pink.
During the colour discussion, it did not satisfy the whole team. One of the co-founders said after approving it: “Talking in general, I don’t really like pink”.
But everyone’s point of view is important and that’s Keepspire’s advantage, as they dare to take independent decisions, although taking into account the opinion of others.
Finally, the co-founder agreed: “But still, it’s interesting”. Keepspire members, as well as co-founders, are not afraid of the novelties!
“We listen and ask, then we experiment and verify” – that’s what is said about the openness to new things.
So now when seeing the pink triangle you will definitely remind yourself of the Keepspire company.