The starting point

Vudoo helps small businesses sell online. It builds the shop, puts the products on the big marketplaces and handles orders and promotion, so the owner never has to become an e-commerce expert. The promise is simplicity. The old logo was saying something else.

Strategy first

Four questions before any drawing.

A logo can only say what a company already knows about itself. So the work started with Vudoo’s foundations, each one answered in a single sentence.

From those answers came five values (simplicity, innovation, empowerment, growth and customer focus) and a personality to design toward.

• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

Brand personality · Jennifer Aaker’s five dimensions

Competence: smart, reliable, good at the job. Closer to UPS or Volvo than to a toy brand, which is exactly where the old logo had drifted. The voice follows the same line: optimistic, empowering and friendly.

The mark

Two diamonds, overlapping where the physical and the digital meet.

The old mark had a diamond at its center, lost between two X’s. The new one is built from that diamond: two of them, overlapping, with no frame and nothing crossed out.

The concept works on three levels, each tied to the strategy. Read as two peaks and their reflection, the mark stands for strength and growth. Read as two diamonds, it stands for excellence: reliable, rare, top-notch. Read as two overlapping worlds, it holds Vudoo’s whole idea, the physical shop and the digital market meeting in the middle.

The wordmark is lowercase, for a brand built on innovation, and wide and heavy so it stays solid at small sizes. Beneath it sits a short tagline that says what Vudoo is: The Digital Hub. The type is centered on the mark, inset by the same amount top and bottom, and the tagline starts exactly at the foot of the V.

Free of the frame, the new logo holds up where the old one fell apart: at small sizes.

The system

Blue leads, as the color most tied to competence: intelligence, trust, efficiency. Yellow is the accent, with cyan, orange and indigo in support.

Core palette · primary, accent and three tertiaries

One typeface carries everything: Inter. ExtraBold for headlines, Light for the lines beneath them, Bold and Regular for labels and small text. Drawn for screens and clear at any size, it suits a brand built on competence.

Inter · one family for headlines and text, Light to ExtraBold

Online

The website, designed page by page in Figma, is live at vudoo.org.

Bold Inter headlines over Light text, plenty of white and real owners at work carry the system from the homepage to every service page. On social, the mark stands alone as the profile picture on Instagram, Facebook and LinkedIn, white on blue or blue on white. The Facebook cover carries the brand line, and the LinkedIn cover turns the diamond into a pattern.

In print

The brochure walks through the whole platform in eight panels, from shipping and payments to the academy, folded as an accordion.

For screens, a digital brochure tells the same story in landscape pages: who Vudoo is, the logistics and banking services, the channel manager and the client stories.

The same system runs through the stationery.

For the team, the stacked logo moved onto shirts, in white and in black colors.

The launch

The story first, then the logo.

The new identity was presented to the public at a launch event in March 2023, opened by a one-minute film. The film follows the same order as the project. Before any logo appears, it sets out Vudoo’s vision of a more accessible e-commerce world and its mission: to simplify every part of selling online, and to bridge the gap between the physical and the digital world.

Only then is the new identity revealed. Strength, excellence and growth each get their own scene, framed as what Vudoo promises its clients and partners. The film closes on the brand’s belief that every business should be able to use technology to grow, as the mark builds itself one diamond at a time into the stacked logo. The audience heard the reasoning before they saw the result, so the identity arrived already carrying its meaning.