Bringing an established SaaS brand up to date

Howells needed an identity that looked like a modern software company without throwing away three decades of trust. And it wasn't one logo: the company sells several products, and each of them needed to sit comfortably under the parent brand.

The project started with branding workshops to agree what Howells should feel like before anyone drew anything. From there, numerous concept routes went back to the team before one was chosen.

The final mark is built on a construction grid, with clear space rules so it holds up at any size, from an app icon to a sign on the building.

The guidelines cover colour, type and imagery, and, most importantly for a software company, a family of product logos. Each product gets its own mark, built from the same parts as the parent, so the range reads as one company.