Oxand Assets Management and Optimisation
Entering a new era as a PredTech leader with a refreshed visual identity
Oxand is a software editor, based in France and Netherlands, specialised in Assets Management and Optimisation. We redesigned their visual identity to help them enforce their positioning as a PredTech leader.
Pred TechAssets Management
Brand IdentityVisual Identity concept for Oxand
Creative Solutions
We needed to upgrade the brand image while keeping traces of the brand origins.
Oxand initial identity was made of an oak logo, and muted purple. The company asked for the oak should be kept in the logo, as its name comes from the tree itself.
The name Oxand is combination of Oak and Sand, with Oak symbolising longevity, and Sand representing the passage of time as in an hourglass.
Through rounds of trials, we were able to bring in the notion of passage of time to the logo by transforming the circular container of the original logo into a chronometer.
The oak shape was made sturdier and more geometric to create a tech look and feel. The circular-shaped chronometer serves as the foundation of the graphic language. It can be used to express ideas around time, prediction, and future.
We traded the former quiet and sober palette for a brighter neon palette, to give the brand a optimistic feel.