Web.com Brand Strategy & Visual Identity System Design
As an underdog among giants like Go Daddy, Wix and others, Web.com embarked on a brand refresh with a three goals in mind:
1. Modernize their look.
2. Stand out in the tech industry by empowering their customers and clients with simplified products & services.
3. Ignite excitement and comradery internally with new, actionable core values and using employees in brand activation pieces.
The program resulted in meeting an aggressive timeline, delivering all assets and guidelines within a 4 month timeline. We also recieved positive feedback from employees, board members and executive leadership.
Along with a new, modern, slim and sleek logo, the visual identity was anchored by wave elements that represented the Web.com connection with their clients and those same clients connection with their customers. Conceptually, the wave shapes resembled an empowering force that made connections easily and fluidly.
the before
the after
We used the idea of cropping shapes from the circles or 'dots' already in use to shape of the three different waves. We also applied gradients from our new primary color palette for a modern, sophisticated look that matched the new dark ultraviolet of the logo. The plum color was used to create a connection between the blue colors and the bright red used in the dot and the 3D icons.
These three elements are what can be used in different combinations to create the visual identity unique to Web.com. Flat, overlapping waves, flat circles, or 'dots' and 3D contextural icons resonated with users in testing, and gave an updated, modern look to the brand.
The sliding scale demonstrates how the three visual identity elements should be utilized. We thought a visual explanation was important to clarify the usage so every designer, with any experience level, could reference this and use these elements as tools rather than roadblocks.
These are other digital applications: email, social media & banner ad, demonstrating the sliding scale of how the elements are utilized.
Isolated application
Print application - white background
full bleed print ad