Values Motion

Context :
SQLI, a European digital services group with 2,100 employees across 13 countries, commissioned a redesign of its visual identity to modernize its image and strengthen internal consistency across teams and markets.

The previous identity lacked clarity and uniformity, leading to inconsistent use of brand assets and a fragmented visual expression across the organization.

Objectives :
→ Modernize and energize the group’s brand image
→ Establish a clear and easy-to-apply visual system
→ Create adaptable assets to ensure consistency across all communication channels

Approach :
The project began with internal workshops involving SQLI teams to identify pain points and align on strategic and visual priorities. These sessions highlighted the need for a simple, flexible identity system that could be easily adopted across different teams and use cases.

Exploration :
Three distinct visual directions were developed:

Direction 1 :
A minimalist approach using clean typography combined with a modular cross symbol made of four arrows converging toward a central point. This mark represents synergy and the unification of expertise across the group. The cross becomes a core structural element used to organize layouts and reinforce brand recognition.

Direction 2 :
A more rounded and fluid typographic approach. The cross is subtly integrated as the dot of the “i” in SQLI, while the “Q” is modified to create a visual link between letters, evoking connectivity and collaboration.

Direction 3 :
A lightweight and refined logo system focused on innovation. The cross is fragmented and multiplied to create a propagation effect, suggesting digital interaction and expansion. This direction is designed with motion and digital environments in mind.

Final Direction :
SQLI selected Direction 1 for its clarity, simplicity, and strong visual impact. The modular cross was reinforced as a central brand asset, supported by the italic Futura typeface, which brings both modernity and legibility.

To ensure adoption across the organization, the system was expanded into a complete toolkit:

→ A comprehensive brand guideline detailing logo usage, color palette, and typography
→ Practical templates, including a modular PowerPoint system enabling teams to create consistent presentations
→ An explanatory motion design to communicate the identity principles and support internal onboarding

Result :
The new identity enabled SQLI to strengthen its brand coherence across countries and teams, while establishing a more unified and recognizable visual presence aligned with its digital expertise.