MapR Technologies is shaping the future of Big Data, revolutionizing enterprise data management with its innovative products. MapR’s worldwide growth motivated an examination of its self-expression. Our assignment was to re-image MapR by identifying, positioning and capturing its persona. We began with the logo.
We undertook a comprehensive brand analysis, arriving at a strategic understanding of the company upon which parameters for the visual identity were established. We found that the company was not accurately represented by the existing logo and engaged the executive team to explore an evolution of their wordmark. Given the nature of the tech-industry, Craig-Teerlink ensured that the visual language remained flexible and ready to evolve in ways that could not be predicted.
MapR’s new, red wordmark stands out from the competition’s sea of blue logos, a rhythmic, flowing form timeless in proportion but uniquely finessed. The letterforms link to create continuous movement, the final curve looping back to the beginning like the recursive nature of real-time data processing. The wordmark is readable in an instant yet rich enough to be memorable. The Executive Team reports that never had they experienced such a complete embrace of a new logo.