DoubleClick is an intermediary between advertisers and publishers; rather than appear to be purely a technology provider, they tasked Beyond with conveying their more human touch in a reimagined brand personality.
DoubleClick needed a new visual identity and a new website that accurately represented the industry powerhouse they are. Connectivity had to be at its core, with emphasis on the symbiotic relationship they create between advertisers and publishers. It also had to accurately portray their brand personality.
As part of the visual identity, we had to rethink not only the logo but the color palette, typography, iconography, and photography. Where to begin? With research and insights of course!
DoubleClick had previously done research to understand who they are as a brand. The first thing Beyond did was boil down these insights during a series of workshops. We held workshops 2-3 times a week to discuss the findings, eliminate peripheral insights, and get to the core of what the DoubleClick brand was. It was a very iterative process. A core principle of the work was from Applied Creativity: ‘Quality is a condition from quantity’, and we continued to produce lots of options and ideas as we focused in on our recommendations.
Looking at the design of the logo, we worked with Google’s design system, Material Design, which looks at digital design as a way to illustrate the physical world. As a result, it was a physical process to develop the logo. For example, we printed out rings and did light studies to see the effects of light and dark on them so we could incorporate this into the design (this would normally be a totally computer-bound process).
Through constant collaboration with DoubleClick, the rich insight we kept coming back to is that DoubleClick as a brand and a company is a connector – a connecting of audiences, bringing the publishing and advertising sides of the industry together. As such, the logo became a manifestation of that connection, showing two, fluid interlocking rings. This fluidity and connectivity became the central design technique that ran through the entire brand and web identity.