What's in a name

Lauren Innovations, NaviGate Identity

This product offers online access and management of critical information for organizations. It allows first responders to see what has historically been an unknown in emergency situations, the inside of a building before they enter. And operations managers the ability to manage and track data involving compliance issues, human resources, manufacturing, learning and more.

The brand identity development involved the creation of the name, logo and the interface design of the online product.

The name search took us in a number of directions before deciding on “NaviGate”. The design was created around key brand attributes of ease, focus, flexibility, clarity, immediacy. The cap “G” clearly identifies the product as a portal or “gate” to search and maneuver. In the final choice, the graphic symbol of an eye was used to embrace the vision and focus of the product. The sans serif type completes a design that is fresh and responsive. The inclusion of “critical information” allows the logo to read as a phrase and turns NaviGate into a verb as well, adding a proactive quality.

Other initiatives for this product included sales literature and electronic sales presentation demos.