Clekt.
Naming
Creative concept
Logo / visual identity
Brand development
Art direction
Client: Suffia Khanan.
Animation: Lee Gregory.
Naming and brand creation for a data collection platform aimed at small to medium businesses. Ketl build complex systems that manage data for large companies including the RAC and WHSmith, and wanted to launch a scaled down service based on a new monthly subscription model.
Naming and concept
The Ketl name itself created the jumping off point for the new, more customer focussed brand. Rearranging the letters, adding a ‘c’ for collection, and dropping the characters to lowercase, ‘clekt’ became an instantly descriptive and ownable word that led to a messaging platform based on ‘clekting’ data.
Visual research and styling
Referencing artist Ursus Wehrli and the ‘component’ photography of Mikkel Jul Hvilshøj, a style concept was developed that presented data collection visually, adaptable to different sectors and applications. Once the broken down data is sat over a horizontal bar, the idea of the clekt logo becoming a physical device takes shape: data goes in, results pop out (Einstein icon by Carolina Crespo Freytes).
The logo is designed to work as a ‘clekting’ device. It can work in any colourway, and gives the brand a broad scope for expression, whether static, or as animated stings.
