Visual Identity of the Year 2021
The story behind our Visual Identity of the Year
The designers at Kong Inc., a cloud connectivity company, were tasked with revamping the company branding following the launch in October 2020 of its service connectivity platform (Kong Konnect) which caters to developers, enterprise architects and operators.
In the throes of the pandemic, it became clear connectivity was essential in both the technological landscape to ensure business continuity as well as in the human element – staying connected while apart. With the launch of Kong Konnect, Kong pivoted to focus 100% on delivering reliable connectivity, and every piece of the brand, both externally and internally, had to communicate this mission.
With the company set to double its workforce in 2021, this meant all new employees (Kongers) needed a tangible representation of connectivity from day one to embrace the mission. With this, the design team utilized a generative design method to build all-new branding for key assets that captured a connectivity mesh exhibiting simplicity, clarity and diversity in woven patterns.
In addition, they partnered with the Employee Experience team to equip new Kongers with a unified narrative and a feeling of human interconnection, starting with the new design on business cards, office decor, limited edition employee posters, tote bags and more. The cohesion across external and internal branding brought a unified flow across internal culture and was reflected in external offerings to solidify the company mission.
