Microsoft SPARC Group Identity

 Microsoft needed a new identity for their SPARC group.  They wanted a brand to represent their area of the company which includes Cloud and Sharepoint components and also incorporated a logo mark that could be used in diverse ways for marketing and brand recognition.

We created concepts using different elements of the group; such as the name conveying energy, electricity, playing on the word spark. They liked the direction we were going, and then provided additional information about their group which caused us to pivot to the tesla coils  to convey the energy/spark concept. 

Contributors:
Travis Monroe, Creative Director
​Abi Gardner, Graphic Designer

Ideation

Final Branding

Logo and Logotype Guidelines