Boundary Analytics, a B2B marketing analytics platform, has introduced a new logo and brand identity designed by Cotton Design. This rebranding aims to visually represent the platform’s ability to analyze and understand data, setting it apart in the competitive B2B marketing analytics space.
The new logo features a “numbers-based pattern” where the width of a line represents each numerical value. This pattern appears in one-dimensional and two-dimensional forms, creating a rhythmic texture that abstractly represents data flow over time. The logo icon conveys data analysis and processing with a hint of a binary motif. It works well in black and white but becomes more vibrant with small sparks of color at the ends, giving it a vintage tech look reminiscent of NeXT computers.
The primary wordmark is set in a tightly spaced condensed serif, adding a touch of sophistication and nostalgia. A secondary wordmark in Helvetica features a barcode-like expansion on vertical stems, visually representing data expansion.
A custom typeface named Boundary Display has been developed with two widths: Regular and Expanded. This typeface continues the data-inspired pattern motif, allowing for visually striking typographic applications. The Expanded weight is interesting as it constructs additional columns and cells, enhancing the data visualization effect.
Color plays a crucial role in the new identity. Boundary Analytics’s vibrant, digital color palette distinguishes It from typical industry colors. These colors are applied to a set of generative patterns that reflect numerical values from spreadsheets, making the brand visually unique and versatile.
A custom graphics generator has been developed to enhance the visual identity. This tool allows users to upload any image and convert it into a black-and-white version using the same modular pattern. Users can select two colors from the brand palette to create customized imagery for various graphic applications. The generator offers three levels of abstraction, providing flexibility in creating representational or more abstract patterns. Zooming into any image adds another abstraction layer, creating unique and visually appealing textures.
The overall design strategy reflects Boundary Analytics’ innovative data visualization and insight approach. By transforming spreadsheet data into an engaging visual motif, the brand identity communicates the platform’s ability to reveal deeper insights into where and when demand is created.
The new identity includes comprehensive brand guidelines to ensure consistency across all touchpoints. These guidelines cover the logo, color palette, typography, and generative patterns, providing a clear roadmap for cohesive brand implementation.
