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Groome Branding

Branding for Machine Intelligence powered HR solution application

Introduction

Groome, an AI-enabled HR solution which helps to find a desired candidature for the job role from the talent pool. It synchronizes the sales, operations and recruitment processes to ease the workflow management.

Challenge

- Design for a brand identity of Groome

- Portrait the brand as a product and a consulting company

- Give a human-centered visual identity

- A logo that captures the brand value

Perceive

Understanding the Essence

The discussion with business stakeholders helped us in understanding the recruitment market and the need of a technology product to meet the needs of enterprises to make quality hires. Post this, we were able to achieve:

- Understand the customer’s vision for the brand

- Brand voice for telling the story

- Design the storytelling strategy

Adapt

Designing for a human-centered product

After identifying the brand voice, we started designing the logo encapsulating the blend of technology and the human-element which brand holds inside itself.

Concept

The logo was conceptualized from the overlapping of three circles which represent the key features of recruitment - Demand, Supply & Fulfillment.

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Meaning behind the logo

The logo was evolved out of the search icon and human icon which represent the key of the brand, finding a ideal hire for the job role.

Variations

Evolve

Designing the variations

With the logo created, we decided to add colours and typography to give the brand a vibrant personality and match the modernization in the talent recruitment industry. After iterating with the customer for some variations we finalized the visual representation and published the brand guidelines.

Color Palette

Typography

Icons

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