Kisi on their new brand identity— Q&A interview made with Oskar Huberhoff,
Art director at Kisi.
Q: Hi Oskar. Tell us a bit about Kisi.
We are a physical security company that provides access technologies for people to enhance the connection to their spaces. We develop innovative solutions and products which ensure ease of facility access and space management.
We offer a multitude of features that allow administrators to have control of the doors and the users who access them. Administrators can manage doors and their schedules, manage access rights, add or remove users or admins, assign credentials, set access levels, and monitor real-time access events wherever they are, with a live feed and system health status notifications delivered to their mobile phones.
Simply put, we connect people and spaces.
Q: Describe the process of designing the new identity.
It began with an idea to change our visual language. However, once we started working, we saw an opportunity to change our direction. We knew it would be a challenge to do everything in-house, but in the end, it was the right decision to make.
Our brand identity is built on what was already there; since the start of Kisi in 2012, our vision has always been to connect people and spaces. What we have achieved is crafted to the highest detail and has been assembled organically, over time.
The most important part of the process was to discuss it in bigger, philosophical terms. It had a lot of impact on our visual language and gave birth to our symbol and visual concept, to connect two opposing elements.
Q: We really like the structured work you’ve created. Could you elaborate on the design language?
To be scalable, we knew we needed a solid, scalable framework that ensures that our brand language works consistently across our channels. We created our design system, the Laika design system, to be our framework for the digital world getkisi.com; however, our foundations are the core of our corporate identity.
Layout By using purist grid-based layouts, we emphasize being functional, balancing flexibility and simplicity, and symmetry with asymmetry. The grid helps us to transport our information while allowing the user to find harmony.
Typography We use reduced weights to do as much as possible with as little as possible—regular, italic, and light. Our design system uses fewer sizes than the general design system.
Color Blue represents our brand and vision – it is our portal to the technology that we build and innovate.
The warmer colors act as a gateway for inclusiveness, contrasting against the colder accents – which resemble technology in our modern world.
Space Consistent rhythm is harmonious. By designing proportional and rhythmic space, we ensure the quality of our digital experiences. Our approach to space unites flexibility and consistency.
Information today is a high-paced environment; to keep a consistent design language, we keep minimalism as an important element across all our foundations. Repetition leads to recognition.
Q: Were there any challenges during the process?
When you approach a brand with a systematic approach, everything becomes a challenge. ‘How scalable’ should this be? It is a question we ask ourselves every day. Since everything is designed, developed, and created in-house, our design system, our visual language, and communication need to be implementable now, and in the future.
Q: And finally. If you could recommend something to our audience, what would that be?
Create your own design system. Spend time on systemizing things. And take inspiration from your surroundings. It’s all there if you look close enough!