Chromatic Brands designs visual identity for MajorKey Technologies

Brand consultancy, Chromatic Brands, designed the new visual identity for a new Chicago-based tech brand, MajorKey Technologies. The brand identity aims to challenge the B2B tech industry cliché of digital disruption by focusing on the benefits of technologies.

MajorKey Technologies was formed following the divestiture of a division of technology company Highmetric. The Highmetric brand was part of the transaction, so the remaining business needed a new brand identity. The brand elements created by Chromatic Brands include strategy, naming, logo, colour palette, custom typeface, animations, website, sales materials and a brand film.

“We had to move rapidly to create a new name and brand, and wanted to ensure that we were inspiring employees and engaging clients in a really refreshing and human way. MajorKey Technologies’ ultimate mission is to enable clients to respond to the needs of their customers as one cohesive, agile unit across their entire enterprise, aligning people with process, and process with technology,” says Tim Matthews, partner at The Acacia Group, MajorKey’s sponsor.

The name, MajorKey, was inspired by major scales in music which provide the infrastructure for melodies in the same way that the company harmonises technologies to improve the performance of its clients. The vibrant colour palette of electric greens, hot pinks and bright purples developed by Chromatic Brands, in addition to the optimistic feel, aims to bring the concept to life and reflect the positivity of the brand.

“The world of tech is a crowded one in which it’s increasingly hard for brands to stand out. MajorKey Technologies solves complex puzzles for its clients, so we created a visually intriguing brand to symbolise that value in a way that connects with people, helping it to be distinct in a sea of sameness,” says Simon Case, owner of Chromatic Brands.

“In working with Chromatic, we have established a brand identity that respects our clients as people motivated to do the best for their organisations. We wanted the brand to convey that we don’t just lead with tech but share in our client’s goals to put their employee and customer experience at the heart of the business,” adds Eric Edmond, MajorKey’s marketing director.