Woman with long hair wearing a virtual reality headset with hands behind her head.

iteratec

The Code of Expertise

Intro

Challenge

Approach

Impact

For IT and technology company iteratec, we created and launched an entirely new brand identity. The new brand brings its strategic shift from a traditional IT systems provider to a consulting and innovation partner to life – guided by the ambition: “Developing Digital Champions.”

How can a cooperative company culture become visible in a brand identity? And how can employees move from being an audience to becoming an active part of the brand itself?

At the heart of the generative design concept is a unique graphic Identicon for every employee. Together with iteratec, we developed an individual employee code and turned it into the defining element of the new visual identity – making participation part of the system itself. When the pandemic made the planned live launch impossible, we translated the entire experience into a digital format, bringing the brand’s new positioning to life from day one.

The new corporate design was recognised with an iF Design Award in 2021 and a German Brand Award in 2022.

Brand Identity Systems

A New Wordmark

As progressive and agile as iteratec itself, the new wordmark features distinctive cuts within the letterforms, creating a bold, open character that reflects a company built for change and new business models.

White word 'itera' on turquoise background with construction lines for typography.

Black smartwatch with black band on yellow background, display shows white text 'it'.

Black three-dimensional letters spelling 'iteratec' on a light building facade below windows.

Black background with the words 'BOLD' in white, 'BUNT' in purple, 'UND' in yellow, and 'LAUT' in turquoise.

White uppercase letters 'NEX' on a purple background.

Color blocks in purple, yellow, and turquoise each with two smaller color blocks to the right.

Woman with glasses and long hair smiling wearing a polka-dot shirt.

Portrait of an older man with short hair wearing a patterned shirt against a plain background.

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The Code of Expertise

Together with iteratec, we developed its first algorithmically generated brand symbol. An Identicon Generator translates individual data and skills into a hash value, which is then visualised as a unique pattern of coloured code pixels. The result: every employee contributes their own graphic code to the company’s collective identity.

Four square grids showing a woman's portrait partially obscured by colored tiles labeled 'orientation tiles', 'location', 'employee number', and 'personal characteristics as hash value'.

Three sections: top a webpage with a form and colored squares, bottom left a yellow-background portrait of a man with a grid overlay, bottom right a stack of colorful business cards with geometric patterns.

Two business cards stacked on a dark surface, the top one displays a pixelated pattern in yellow, white, black, turquoise, and magenta, the bottom one shows contact details in white text on a black background.

Diversity and Consistency

Built for both flexibility and consistency, the design system adapts seamlessly to a wide range of communication needs. It can shift from professional and factual to bold and progressive without losing its distinctive character – giving the brand a coherent voice across every touchpoint.

Floating laptop, tablet, and smartphone displaying a website on a turquoise background.

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Identification through Concise Iconography

How do you create a brand that resonates with its tech-savvy people? By playfully embracing the software-nerd stereotype. A set of 8-bit-inspired icons brings the brand values to life across stickers, giveaways and internal touchpoints.

Three colored cards with pixelated icons of a trophy, a rocket, and a sword and the texts 'PERMANENT EXZELLENT', 'KONSTRUKTIV UNABHÄNGIG', and 'INSPIRIEREND MUTIG'.

A turquoise sock with yellow trophy patterns and dark red heel and toe areas, with a turquoise tag reading 'iteratec' in white.

Pixel art icons of a sword, robot, trophy, target with arrow, rocket, astronaut, game console, two ghosts, lightning bolt, heart, eye, and signpost on a dark background.

Purple mug with pixelated yellow arrow on yellow background.

Starter Kit for a Brand Launch

The new identity was introduced to employees through a digital launch event. As part of the rollout, every team member received a personalised mailing and a curated set of brand goodies – turning the launch into a tangible, individual brand experience.

Open book with the heading 'DEVELOPING DIGITAL CHAMPIONS' on the left page.

Hand holding an open book showing a stylized rocket on the left page and the text 'READY FOR LIFTOFF?' on the right page.

Black notebook with a pixelated silver robot symbol on the front and a colorful pixel pattern on the spine.

Black square box with a turquoise label and yellow text 'UNBOX THE NEXT LEVEL' on a light background.

Open pink box containing a notebook, a pair of socks, and a card with the 'DEVELOPING DIGITAL CHAMPIONS' text.

Gray laptop with four colorful pixel-art stickers on a turquoise background.

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A purple pixelated heart and the letters 'it' as pins on a light denim jacket.

Close-up of turquoise knit fabric with a yellow trophy motif.

Ein digitales Brand-Portal

Ein umfangreiches Brand-Portal regelt die Anwendung des neuen Markendesigns und dient als Plattform zur Information aller internen und externen Zielgruppen. Zusätzlich werden alle Elemente für die Umsetzung und Implementierung des neuen Markendesigns zur Verfügung gestellt.