Start Up Identity

CoreLatency commisioned an identity for a startup company building cloud computing infrastructure for the financial trading industry.

Their product is on-demand access to the fastest cloud server available on the market, backed with fantastic support and no long contracts.
They target small startup hedge funds and high frequency trading firms who require immediate computing resources for their algorithms and models.

The brand values

Efficiency, reliability, elasticity, transparency and premier support.



The audience


Small hedge funds and HFTs, especially foreign funds needing London infrastructure.



The goals


Produce a clean, minimalist and confidently assertive brand that is slightly less formal than the financial services sector, but less loud than tech startups.



The concept


A versatile, accessible brand that reaches to non-technical people, that is current with the times, conveying the image of one core product that is the best on the market.

The solution

A dynamic identity fusing technology with experience and expertise that is flexible to allow for company growth so that the identity remains exciting without being complicated as the brand evolves. Assets included the brand logo in varying formats, typography, colour palette, photographic imagery including headshots styling, iconography and style guide for brochures, social media banners and social posts.