To understand how our brand works, you should keep in mind these two wisdoms:
“Good code is its own best documentation.”
— Steve McConnell, author of “Code Complete”
“Code is read more often than it is written.”
— Guido van Rossum, creator of Python
Just like good code, our brand system is simple, by showing a clear path from our core idea to the applications of that idea (the schools, programs etc.) and back. It can be read by anyone, regardless of their prior knowledge or experience with code.
TL;DR
It is self explanatory. It is it’s own best documentation.
Every person who meets our brand along their way, will interpret it in their own unique way. It is imperative that we present ourselves in a consistent, repeatable manner so that the collective perception of our brand is consistent. Good code is simple, efficient, repeated. The more it is repeated, the better it gets. And the more constant it is, the less errors every interpreter will make.
TL;DR
Please find your thrills in the creative content, don’t screw with the code.
Our brand is a form of syntax. It shows the path from the root idea to a specific application and back.
Root brand
//kood
The root. The idea. The Mothership.
Where everything started and where everything ends up.
We use it in corporate, B2B communication. When we talk on behalf of everyone in general or no one specific in the //kood family.
Application brands
kood / Jõhvi
kood / Sisu
kood / DevSprint
kood / Järva
The applications. The manifestations. The Fighters.
Where everything is happening, live!
We use them in B2C and B2B communication. To specify a school, a project, a program, a franchisee. Local sauce, focused voices, competition we know by name. Acting alone, but with brothers and sisters in the background.
Making new applications
Application brands
Step 1: The Pick a great name
When creating a new application, you should consider three things:
The Application Name – The name is the word that comes after the root. It’s the location in the directory directory. It should be as self explanatory as possible, signifying a specific location or a program.
The History – A new name should be significantly different form all the applications we already have. Try and avoid very similar looking names that might confuse the users. Confusion is the death of a brand.
The Big Picture – does the syntax make sense? Does the final name show the path form the root to the application and back? Does it need an additional word or sentence, a signifier, keep looking until you don’t.
kood / Jõhvi
kood / Sisu
kood / DevSprint
kood / Järva
kood / Stockholm
kood / Masterclass
kood / Abu Dhabi
Making new applications
Application brands
Step 2: The Pick a fantastic colour
When picking a colour for your a new application, you should consider three things:
Our colour scheme – Our colour scheme is bright, bold and beautiful, it works on light backgrounds and dark ones. It is happy and techy, but most importantly, it is attention grabbing. Your colour should be the same.
The Application itself – Is there a specific colour that signifies our town or the community, is there something in the environment or the collective psyche of the locals? If that colour has a good vibe, use that – good vibes multiply, bad ones interfere.
The History – A new colour should be significantly different form all the applications we already have. Try and avoid very similar looking colors that might confuse the users. Confusion is the death of a brand.