The design concept for samwin's new corporate image is based on the visualisation of language in the form of a stylised speech bubble.

The newly designed samwin wordmark has become an integral part of the speech bubble, emerging from the rudimentary shapes of square and circle. The bubble forms a strong and clear surround for the wordmark and, in the context of the whole corporate design, is a recurring theme as a medium for conveying information. Colour coding gives the "contact center suite" a clear structure, thereby distinguishing the functions. With a three-dimensional element to the new trademark, the logo has a contemporary feel. On printed material, the raised finish provides a tactile quality. The new tagline "Now we are talking" points to and also "consolidates" the samwin product, with all its various functions.  It is composed in three different font styles and the progressive sequencing in the font style emphasises the word "talking", an essential element in the samwin product.

The whole design looks modern without "being trendy". The emphasis is on both high-tech and professionalism, without resorting to forced and exaggerated designs, which could look old-fashioned next year.


Prof. Volker Pook
Creative Direction - playframe