Bidscale is a government software tool that assists users throughout the federal acquisition lifecycle including Digital Source Selection (DSS) and AI-powered contract writing.
Client
Bidscale
Expertise
Logo Development Branding
Industries
Technology
Government
Date
January 2022
Overview
Bidscale is a government software tool that assists users throughout the federal acquisition lifecycle. The tool specializes in digitizing the source selection process and ai contract writing. The company underwent a name change from CloudPareto to Bidscale in 2022. This logo would be the face of both the company and product.
Creative Process
Creating this logo began with a 2-day workshop consisting of 5 designers and the company CEO. We discussed the company mission, values and the reason behind the Bidscale name. It was important to not only understand the CEOs vision for the brand, but also understand the story he wanted to tell about our company and our tool. At this workshop we identified key themes and concepts that we felt would resonate with future users, reviewed all potential competitors, and identified possible visual symbols and nodes to government to use in our branding.
Bidscale's brand was to encapsulate future, forward thinking innovation paired with a strong sense of patriotism. It was important that we were seen as a partner to government users, not a tool coming in to disrupt old traditions. Our strategy was to be approachable, friendly, and a helping hand; we did not want to be seen as just another tech startup.
After this initial workshop, our team had 2 months to create a logo that the company would begin using in the new year. Each designer assigned to the project began experimenting independently with logo variations. After a few rounds of variations presented to the CEO, we landed on option 3a. listed in the image on the right.
Feedback and Fine-tuning
While creating the logomark it was important to apply the golden ratio to create visual balance and correct composition. After perfecting this, I began considering font options. Considering our story of being an approachable government software, we opted for a serif font to stand out from our tech competitors. The serif font we chose was customized to include subtle "1s" in the "i" and "l" further alluding to the fact that we are #1 in the federal procurement software space.
Final Logo
Bidscale Brand Evolution
As the product suite and target customers began to change, so did the brand. Over the years we have tweaked the logo to better resonate with our current customers and stand out from our competitors. We have opted for a soft, curved edge and adjusted the colors to better tell our story.
These changes have allowed the brand to grow alongside our expanding design system, and has kept the Bidscale product suite 508 compliant.
