CROC company has been in the TOP-10 largest Russian IT-companies for more than 14 years, is a leading digital integrator of a new type. The company has already formed a set of visual attributes: logotype, color gradient, futuristic digital images. For these disparate graphic elements to become a full-fledged brand identity, it was necessary to set the rules for their use and adaptation to different vectors. In this regard, it became necessary to develop a brand book containing the philosophy of the brand and guidelines for the use of corporate identity
Technologies of the future

Technologies of the future

CROC company has been in the TOP-10 largest Russian IT-companies for more than 14 years, is a leading digital integrator of a new type. The company has already formed a set of visual attributes: logotype, color gradient, futuristic digital images. For these disparate graphic elements to become a full-fledged brand identity, it was necessary to set the rules for their use and adaptation to different vectors. In this regard, it became necessary to develop a brand book containing the philosophy of the brand and guidelines for the use of corporate identity
Technologies of the future
The company works in several directions, the identity of which is built on a general visual line. In the creation of the brand book, we used color gradient: the transition from green (the company's corporate color) through purple (a symbol of intellectual transformation) to orange (a symbol of a positive and bright future). Together, these colors create a sense of stability.
For visual identification of departments and between departments we used futuristic pictures created by the Belgian architect Vincent Kalebo. For more structured some information is presented with the help of infographic signs made in the colors of the corporate gradient.
In the brand book, we not only described the listed individual brand elements but also formulated the rules, principles of their use, thereby building a structured, understandable and clear system of identity. An important part of the document is a chapter about the brand platform, its archetype, and values, which we made logical and as concise as possible — for easy and quick reference. The problems that technology is solving today were fantastic in the last century. The company's new brand book show how the world can change in the future thanks to bright, dynamic, relevant and environmentally safe IT-technologies.
Creative team
Art-director Irina Shmidt
Brand Strategist Daria Erasova
Designers Sergey Samofalov, Ekaterina Starodumova
Project Manager Anna Dokunina
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