Identity Designed is a showcase of brand identity projects from around the world.

Content Hub

Contributed by Ben Steers of Bristol-based Fiasco Design.

Content Hub icon

We were approached by software consultancy Content Hub and asked to create a new brand identity including both on and offline material.

The purpose of re-positioning the Content Hub brand was to visually express the next phase of the Content Hub business strategy.

We had numerous meetings with the client in the early stages of the project to help us understand where they wanted to take their brand and what they wanted it to say about them.

“The project was borne out of our new strategic direction and the passion for design. Our previous brand identity lacked the essence of what we are, what we do and most importantly, what motivates us.”
— LEIGH SMITH, MANAGING DIRECTOR, CONTENT HUB

Content Hub old design
Content Hub’s old design

Content Hub sketches

We ended up creating a brand icon constructed around a grid where we could enter data results and see a visual difference through the brands main focus — its icon.

Essentially, what we created was the company’s own analytical thumbprint.

Content Hub design

Content Hub icon evolution

Content Hub design

The typeface used for the company name is Code Pro Lowercase with customised stems and apertures.

The strapline is set using Avenir 35 Light.

Deliverables included a fully responsive website using a unique navigation bar and data driven infographics, as well as company stationary, including folder, letterhead and business cards.

Content Hub design

Content Hub design

Content Hub design

Content Hub design

Content Hub design

Content Hub business cards

The project took six months to complete, from December 2011 to May 2012, and the long-term goal is to reproduce unique identities for all of Content Hub’s projects, allowing clients to see how Content Hub has changed their business, in a visually engaging way.

View more work on the Fiasco Design website. Follow Fiasco Design on Twitter.

7 appreciated remarks about “Content Hub”

  1. Like the idea of changing the ident for each client.

  2. I love the typefaces used, but the explanation for the brand icon seems a little vague. It would be really helpful if you could elaborate on that.

    Regarding the website, it had a lot of white space, but the navigation through the site was very difficult.

  3. “We are an accomplished team of diligent and quality focussed digital media professionals. We can help you realise your business objectives through the application of analysis, process, design and technology.”

    Can you feel it? Sorry, but I can’t. And likewise I find the logo pretty but arbitrary. How does it capture the essence of the brand? I have no immediate suggestion for improvement but “show, don’t tell” comes to my mind as a direction.

  4. I agree with Christian on the promotional copy. The brand strategy talks about being passionate and motivated and the logo is pretty sleek. Then the copy is, well, rather stodgy.

    I like the mobile applications and the simplicity of the website, and if they could really make business cards where the logo changed around like that, it would be awesome.

    More on the website, I also agree with Hayavadhan regarding the navigation. It’s nice, and unusual, but it could become a little tiresome – if you’re a miserable old fart like myself. I got the feeling that I was always close to finding the answer but never quite there.

  5. I love the navigation. I understood how to interact with it immediately; however, I am a young designer and I do not think that that is your target audience. While i love the simplicity of the colored circles in the nav, I think colored words telling you what each section is would have been more user friendly.

    But, like i said, I love it.

  6. zzzzzzzzzz…… sorry, I was drifting off there for a moment “We ended up creating a brand icon constructed around a grid where we could enter data results and see a visual difference through the brands main focus — its icon….” It’s working on me like a bottle of NyTol® and a can of Special Brew.

    OK. First the good stuff. The brand looks nice. The type is nice, the mark is nice, it’s contemporary, it’s entirely within the range of expectations. If you analysed new media company logo expectations and plotted some sort of sexy graphy thing… this would happily sit in the sexy graphy thing. No doubt about it. Right there, in the middle, the average result. And the website, it’s nice too. But that’s it really. Nice is as far as it goes. Like when you have little or nothing to say about something or someone we’re gonna reach for the ‘nice’ box and pull out a ‘nice’ that we can palm off so we don’t hurt feelings. So, here, ha a little ‘nice’ on me.

    So what’s my problem? A. WTF is the navigation on the site doing? This is a BIG problem as it is not intuitive. Whether like Mr. Jones you can use it or not is immaterial. If it takes time to understand it is an obstacle. If you are purposefully building obstacles into basic communication design like a website then you gotta ask, what’s going on. On the same level, this is like making a book but making it in such a way that the pages don’t have numbers, there’s no index, the damn thing is hard to use hold and read. Anyone spend time making books hard to ‘use’? No? No.

    So the nav is a washout. This is compounded like a foggy 40 car pile-up on a bank holiday Monday when we get to the page structure and language. How long did it take me to find out what this company does? Too long. By example… This means almost nothing but it sure uses a lot of words… “We are an accomplished team of diligent and quality focussed digital media professionals. We can help you realise your business objectives through the application of analysis, process, design and technology.” and it’s the first thing you read and it literally has less in it of use than a can of diet Coke. Cold, empty and strangely lacking any human warmth. Like if the BORG offered a web design service.

    In all seriousness, the people who want design services are not ever going to curl one out over how a site looks and works like a design professional. They lack the damaged gene that makes them anal about the minutiae of subtle changes in a font family or a certain hue of blue or a single pixel line as opposed to one that’s 2 pixels wide. What does get them going is having simple facts spelled out to them quickly.

    eg: We do great online work for Martini® says much more than….

    “For almost 15 years Content Hub has been servicing the creative and technology needs of a wide variety of customers. Although we pride ourselves in our experience, strategic insight and technical adeptness, we believe it is our ability to form strong, successful partnerships with our customers that has enabled us to maintain many of those relationships for over 10 years.”

    Having a navigation that they can use. It won’t get them hard BUT it will get them to the information they’re looking for, and they’ll get all hot and flustered when they realise you work with Martini® but if they never get there what’s the point?

    It could all be so much better.

  7. “Essentially, what we created was the company’s own analytical thumbprint.”

    LOL, I don’t even know what that means. The long words sound very impressive.

What do you think?

Comments may be edited or deleted if the moderator doesn't like the cut of your jib (quite unlikely).