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MapR Technologies asked me to expand the icon I designed to represent their Hadoop-powered product to personify aspects of their business.
MapR Technologies is at the forefront of devising solutions for data-centric businesses offering production-ready distribution for Apache Hadoop. Craig-Teerlink Design created a new brand identity for MapR: a wordmark and complementary icon representing its Hadoop-powered product. The product icon transformed the Hadoop symbol, a yellow, cartooned, toy elephant, into its red, swift, mature MapR counterpart, Max. We further expressed the MapR persona by engaging the icon ‘Max’ in ‘actions’ illustrative of MapR product attributes, business activity and attitude.
‘Max Action’ icons were used in recruitment campaigns to illustrate the character of the company. The client was thrilled with the results and suggested that we create more of these expressive icons.