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Cloudberry designed by Perky Bros

Opinion by Richard Baird.

Logo and stationery designed by Perky Bros for Cloudberry

Cloudberry is a New York-based interactive design firm that specialises in simple and intuitive on-line experiences for both the financial and healthcare sectors. Brand design agency Perky Bros – commissioned to develop Cloudberry’s visual identity and website – created an abstract smile like logo-mark to resolve and express the simplicity of ideas, the positive impact these have on Cloudberry’s clients and its clients’ customers and a friendly, accessible approach.

“Our challenge was to communicate the idea of “delivering a good experience.” The solution was delivered complete with a rotatable monogram that suggests a little more about its character.”

– Perky Bros

Logo designed by Perky Bros for Cloudberry

This identity’s minimal but distinctive anthropomorphic form is striking in its immediacy, effortlessly conveying a sense of positivity and personality that functions well to build on the healthcare specialisation of the company. Its dual role as both a smile and a ‘C’ is a really neat idea while the bold red, executed throughout the stationary as a vivid single colour treatment, delivers a warm and modern sensibility that suitably represents simple but creative thought. The logo-type, set in ARS Maquette Pro, is perfectly spaced, the symmetry of the db in the centre is a lucky detail that gives it an intrinsic balance and could be considered representative of the two equal elements described on Cloudberry’s website as Cloud = The Thinking and Berry = The Results.

There will inevitably be some comparison to the on-line bank Smile which uses a similar device but I believe that there is a conceptual weight to this identity that manages to convey an accessible attitude – amplified by employee illustrations – given a very contemporary execution.

Design: Perky Bros
Opinion: Richard Baird
Fonts Used: ARS Maquette

Logotype designed by Perky Bros for Cloudberry

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Logotype designed by Perky Bros for Cloudberry

Logo and stationery designed by Perky Bros for Cloudberry

Logo and business card with red edge painted detail designed by Perky Bros for Cloudberry

Logo, business card and mug designed by Perky Bros for Cloudberry

Logotype and notepad designed by Perky Bros for Cloudberry

Logotype and notepad designed by Perky Bros for Cloudberry

Logo and badges designed by Perky Bros for Cloudberry

Illustration by Perky Bros for Cloudberry

Illustration by Perky Bros for Cloudberry

Brand identity and website designed by Perky Bros for Cloudberry

Brand identity and website designed by Perky Bros for Cloudberry

Brand identity and website designed by Perky Bros for Cloudberry

More brand identity projects by Perky Bros:

Logo - Bedroc  Logo - Plow  Logo - Treadwell


  • Hi Richard, love the simplicity of this and it is executed well across all applications. Also, another example of the current vogue for colouring the edges of business cards.

    However, I have to disagree about the use of Helvetica in the logo. The open endstokes on the capital C and the lowercase e, and especially the u-shaped top portion if the y are the most obvious characteristics that tell me it’s something else. If my eyesight serves me right, the lowercase a and the non-aligning figures on the business cards also point to a more considered choice than the designers’ default.

    My apologies, I can’t identify it, but I don’t think they’ve opted for the ‘safe choice’ of Helvetica, it looks and feels like a more contemporary face.

    I don’t mean to be a critical pedant, but usually you’re on the button.

    Cheers

    Shaughn

    • No problem at all Shaughn! I’m very happy to be corrected. Before I posted this article I ran the logo-type through ‘What The Font’ just to make sure it was Helvetica, perhaps it’s a custom solution?

  • The name is memorable (if not a bit trendy), but the icon tends to distract and overpower what could have been a memorable name. Sometimes, an icon is not necessary to support a strong brand name.

    • A very fair point Yael, I do however think that the over-sized mark has a familiarity and powerful associative impact. It’s been documented that if you smile when your sad your brain releases positive chemicals, perhaps seeing a bright red smile has a similar effect?

  • I had to put myself out of my misery, so I thought I’s share the knowledge. The typeface is ARS Maquette Pro by Dutch designer Angus R Shamal.

    Cheers

    Shaughn

    • Really appreciated Shaughn, hope it hasn’t troubled you too much!