The American company Zendesk offers a range of software solutions for customer interaction. Its core products include the Sunshine CRM platform that automates business processes, Connect for multi-channel communication, the Gather forum, Explore, the Sell app for sales teams, Talk software for call centers, and more.
Meaning and History
Zendesk Inc. was founded in 2007. She positioned herself as a friendly startup at the time, so she chose a humorous symbol – Buddha with headphones. He embodied the awareness and innovation that drove the technology brand. Bright colors, three-dimensional graphics, and comic style emphasized the unusualness of the image.
But the main element of the identity was the logo with the words “zendesk” and a shape in the shape of a heart. Buddha, although considered a talisman, always remained in the background. Company executives were afraid to animate it or use it for marketing purposes so as not to offend the feelings of believers accidentally. Due to such restrictions, they decided to change the Zendesk identity completely.
2007 – 2016
The first-word mark of the brand was light green and consisted of lowercase rounded letters. It was complemented by the same green spiral shape, in the center of which was an unpainted (white) heart. Due to the effect of negative space, the emblem looked like a flower with a tiled arrangement of petals.
2016 – present
When the company’s executives realized that the old visual style was limiting their options, they decided to rebrand. Zendesk Inc.’s designers handled this issue. They developed a symbol in the form of a large letter “Z” made up of triangles and semicircles (two on each side). Geometric shapes are mirrored. They are based on the word “zendesk,” which, as before, is written in lower case.
The new logo is simplified as much as possible compared to the old one. He conforms to the principles of Zen even more than the humorous image of the Buddha. Z combines elements inspired by the company’s Danish roots. The design originates from ordinary toy cubes and works by Dutch artisans: the geometric EKC emblem created by Poul Kjarholm in 1956, stylish designs on furniture by Arne Jacobsen, and the famous monkey Kay Bojesen.
Font and Colors of the Emblem
The brand icon consists of geometric shapes, which the developers themselves call “relationship forms.” These same blocks are used in pairs as logos for each product of the diversified company. In this case, they symbolize two people and the relationship between them. In the context of the Zendesk logo, triangles and semicircles represent different industries. Their contrasting shape looks bold and balanced.
The brand name is written in a modified Sharp Sans font. All letters, except for “n” and “k,” are reminiscent of Aspira Wide Demi – a versatile geometric typeface with unchanging stroke width and open apertures. This makes the inscription more readable. The lowercase “k” looks like a similar character from the Cartograph Mono CF Demi Bold font, created by typographer Connary Fagen. And the “n” is individually designed and looks like an upside-down “u.”
The main color of the brand is Kale (# 03363D) – a dark shade of emerald. It is used in everything, including the logo. It is complemented by a neutral white background that adds clarity.