Kira Systems approached Jacknife to help better establish its brand in the market by completely redesigning its visual identity system. The existing brand hadn’t kept pace with the success of the growing business.
Kira Systems is a powerful machine learning software that identifies, extracts, and analyzes text in contracts and documents, enabling enterprises to find and use trusted information easily. With a newly developed strategy, we needed to create a visual identity system that would convey Kira’s functionality while also reflecting the humanity behind their technology.
To communicate this, we modernized their existing mark with an essential double meaning—a nod to brackets and their integral role in coding, and a monocle to represent how Kira finds and highlights information—making it stronger and more approachable.
We handcrafted a modern typeface with discreet design cues for the logo. We coupled it with a traditional secondary font, combining the contemporary with the conventional, bridging their future growth state with their roots in the traditions of the legal profession. The optically balanced font feels human and helps to support Kira’s quest to make artificial intelligence accessible.
Regarding the colour system, we decided to own green in a sea of blue that their competitors use. We chose a vibrant and playful hue, an evolution of their previous primary colour optimized to stand out in digital applications. The secondary palette consists of yellow to promote positivity and happiness and complementary tones of blue as a nod to the tech industry. With the updated system in place, we developed a brand guideline including photography direction, rolled out marketing materials and redesigned their website from the ground up to showcase Kira’s personality and bring the new brand to life.
For a business focused on providing efficiency for its clients, Kira’s new identity system made it easy for the organization to create consistent and engaging communications efficiently.
From the launch of the redesigned brand, the Kira team fully embraced the changes, excited about finally having a visual identity that measured up to the organization’s quality and helped to better convey its story to its audiences – potential and existing clients, internal teams and future hires.
