Zuora
Role
Visual Identity Designer
Studio
Focus Lab
Services
Brand Strategy
Visual Identity
Verbal Identity
Brand Architecture
Collaborators
Natalie Kent
Bill Kenney
Anna Beyerle Rosen
Devin Richards
Idoia Gkikas
Shabnam Gideon
Over the past decade, Zuora has redefined the landscape of subscription-based revenue models, leaving an indelible mark on the global stage. Regardless of where a client is in their journey, Zuora empowers them to reach the next stage — be it Run, Build, or Grow. Zuora is the key to unlocking the way forward. As we look to the future, Zuora envisions nothing less than an exponential version of itself — a vision wherein its customers become exponential versions of their own potential.
The Zuora brand story celebrates the human-to-human connection at the heart of every customer relationship — with Zuora helping “providers-of-things become creators of meaningful experiences.” Their new identity is multifaceted, sophistication, editorial, edgy, and maturity.
The Brand Concept
The Z serves as the universal key, representing the unlocking of information, relationships, and knowledge. Aligned with Zuora's brand narrative of "Discover and Unlock," the interlocking Zs symbolize the duality and connection between the company and its clients. This closed loop acts as a pathway to discovery, reflecting their interconnected relationship and the ability to create a cohesive through line.
Visual Language
The guiding principle of "Discover and Unlock" forms the foundation of the visual identity system, rooted in the concept of duality — an exploration of instances of opposition or contrast.
Much like the act of turning on a light switch, the visual elements incorporated into the system serve as tools to focus or reveal aspects that may have gone unnoticed.
