its

The Kindred in-house IT group approached us with a visual rebrand as the department was undergoing a name change from “Information Systems” to “Information Technology Solutions” to better align with corporate goals. As part of the rebrand, we were given two goals – highlight the acronym change from “IS” to “ITS” and maintain a vibrant color palette. The solution moves away from the original globe to a custom “its” that marries the straight and curved letterforms through a stenciled design. Elements of the i and t can be broken out, then combined or expanded to create unique visual elements, from motherboard textures to corners for framing photo focus.