Gotham Rounded’s curved corners lend a warm and friendly feel compared to the strong and authoritative Gotham. The blend of both authority and warmth lent themselves to S3’s professional tone of voice.
The five yellow dots form a positive symbol of connectivity and an abstraction of the medical cross. There is also a repeating pattern of 3s which subtly allude to the company name.
Bright and fresh colours were picked to express the brand's hopeful and positive identity. A subtle gradient is applied to add another dimension to the shapes.
Minimalist icons are used across the brand to help support information and make the content simple to navigate.
Professional photography brings the brand to life. By showing the products in use, customers are able to feel reassured of the quality of the service.
Animations were used across the brand to help convey complex ideas and statistics about the product.
Providing a style guide helps align the company internally and ensures that there is continuity across all of the brand designs.
To keep continuity with the logo, curves are used throughout the website to divide the sections and mask imagery. Use of professional photography gives the user an insight into the product use and design.
Will Lyons
Marketing Manager at S3
