Harmonic is a startup platform that connects budding startups with the resources and funding they need to grow. It’s already worked with big names such as Bloomberg, Notion, Brex, and a16z. The software provides real-time alerts when target companies hit important milestones and also offers tools such as a Chrome extension that provides quick access to a company’s funding history and team growth, ultimately aiming to make the startup universe more transparent and fair.
A New Branding that Reflects Harmonic’s Functionalities
Brooklyn-based design studio Fay crafted a new identity for Harmonic. The new identity reflected the platform’s precision in the startup search experience. The studio’s branding system aims to usher the platform into a new stage of growth beyond the realm of venture capital. This new brand identity was well designed by Fay so as to reflect the brand’s transition into a new stage of growth.
Chopped-and-Screwed 3D Data Bars
The new Harmonic branding is based on precision, dynamism, and a bold visual language that works seamlessly across static and motion applications. The Harmonic icon, formed from three 3D bars of data, represents the company’s three key product differentiators, and the sides of the bars touching each other reference Harmonic’s interconnected data sets.
The brand colors are vibrant and neon, reflecting Harmonic’s assertive manner in the tech world. The website redesign and motion graphics embody the product’s flexibility and depth. In a market driven by numbers and data-in-flux, Harmonic’s 3D data bars are designed to extend to a 3D infographic system.
Multi-Dimensional Visual Language
The new brand identity comprises of a multi-dimensional visual language, centred on a symbol that acts as “an armature for messaging,” according to Fay. The graphic motif also acts as a layout strategy for Harmonic’s content across all touchpoints. Fay chose Beausite Classic, a geometric neo-grotesque font, as the core brand font, as it felt like a perfect match for the startup sector.
Together, these branding elements forge a multi-dimensional visual language centered on a symbol that acts as an armature for messaging. The graphic motif also serves as a layout strategy for Harmonic’s content across all touchpoints. Harmonic’s new branding and visual language have positioned it to continue its growth trajectory and make the startup universe more accessible and equitable for all.
Bottomline
Harmonic’s latest rebranding reflects the constantly evolving data sets and offers a bold visual language that is suitable for static and motion applications. The use of the multi-dimensional visual language and a core brand font resonates with the startup sector, reflecting Harmonic’s assertive approach in the tech world.
