On the tail of Intervals’ recent interface overhaul we’ve also modernized our logo. Why? Because, Software as a Service has evolved in the 11 years, and so has Intervals since launching over 11 years ago. Nobody, including ourselves, could have envisioned the software landscape we inhabit today. Our original brand was our best attempt at creating a timeless reflection of our software. Times have changed.
Thin is in…
Our original logo was designed to pay homage to our parent company, Pelago, by employing the same Trade Gothic typeface and thin lines (An interesting side-note, we chose Trade Gothic because we wanted a sans serif typeface with a double-story ‘g’). The typeface is still there on the new logo, but the lines have been thickened and inverted so they are now white on a field of green.
The current trend in logo design is moving toward thin lines. While our original logo utilized thin lines, they were too thin. The logo did not scale down well, nor did it fit well into a square crop commonly used by social media and online directories. The new logo has variations that can be used in different visual contexts, and is a visual balance between thick and thin.
But, a little bit of bold is better
The circles represent coordinates on a scatter plot, a visual metaphor for the relentless organizing and prioritizing required to successfully manage projects. This concept is still as true today as it was when we launched, so we kept it while giving the concept a visual emphasis.
And our name, Intervals, is the same as it ever was. We chose it because it best described our software’s core purpose — tracking time, tasks, and projects, and generating detailed reports to help agencies analyze an “intervening time or space” and make better decisions based on better data.