Modernizing a brand while upholding a legacy

Zethcon, a provider of modern warehouse software for the 3PL and distribution markets, reached out to Koroberi for help in refreshing its brand. As an industry leader for fifty years, the company has a longstanding history of advancing its technologies and services to keep up with the pace of today’s supply chains. But their logo didn’t reflect their innovation.

In hopes of growing their business and expanding their targets, Zethcon wanted a fresh face that didn’t jeopardize the brand identity and recognition they’d worked for decades to establish. Koroberi was tasked with evolving their logo to a modern design that upholds their legacy, while being versatile enough to accommodate growth and expansion in the years to come.

Small changes for big impact

The new logo is comprised of a sans-serif font and lowercase letters. Since the first iteration of the Zethcon logo, technology has advanced and it’s crucial to have an up-to-date and functional online presence. The sharp edges and clean lines of sans-serif fonts are more suitable and legible on-screen. Sans-serif fonts also provide a more approachable and welcoming disposition, something that is increasingly important in building relationships with today’s businesspeople.

The three dots positioned above the name represent Zethcon’s foundational characteristics - dedicated, knowledgeable, nimble - while simultaneously serving as a vehicle to drive more color into the design. They add a bit of dynamism to a simple base, while still retaining its classic qualities. The dots also translate as periods, as in “All you need is Zethcon. Period.” 

A visual platform that stands the test of time

The second phase of the rebrand included applying the new look and feel to their Synapse WMS product logo. We needed to clearly tie the offering to the master Zethcon brand, yet create something strong enough to stand alone and versatile enough to accommodate future growth plans.

This approach blends the simplicity and strength of Zethcon’s new identity and allows for ongoing configurability to accommodate expansions in their software offering.

A logo is the face of your brand and establishes first impressions to set the stage for customer relationships. Is your logo sending the right message? Drop us a line – we can help.


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