Given its role key in defining what has become known as the low-code/no-code category, our first decision was to keep the QuickBase name, but to develop an identity system that separated it from QuickBooks (a lead product in the Intuit portfolio). To accentuate the speed of app development at the core of our value proposition, we added a space in the name Quick Base, creating the opportunity for a stacked version of the mark. This format prioritizes the benefit “Quick,” and uses the word Base to mean a foundation for app development more broadly, all while retaining the equity of the original name. A bold new logo and wordmark transformed this quiet “name” into a vibrant “brand.” Versatile lockups and variants, including an iconic “Q” visual mark, encouraged creative print and digital applications. The color purple was selected to reassure the brand’s enterprise customers while expressing creativity and innovation to mid-size businesses. The secondary color, electric blue, injected energy across all media. Both colors stood apart in the category. Guidelines included applications that would activate brand loyalists, the low-code specialists within companies who often interacted with Quick Base as if it were a consumer brand.
