Veritas Design System
Overview
Veritas is a leader in the multi-cloud data management industry having operations in more than 35 countries and about 8,000 employees around the world. Veritas Design System is Veritas' unique design language that combines theory, resources, and tools for crafting brand experiences. You can explore a metaphor, a system for uniting style, branding, interaction, and motion under a consistent set of principles. Veritas Design System doesn’t just create order, it creates order with purpose and meaning. It’s a sensory expression of our brand.
Company
Veritas
My Role
Design System, UI/UX Design, Art Direction, and Branding
Work Year
2017 - 2019
Background
When looking to refresh a brand, companies will often try to redefine themselves with a bold, new and modern take on their core truth. Some may excavate their past, in the hopes of rediscovering something to make relevant again.
In researching Veritas, the answer has been right under our noses all along. It’s our heritage. It’s who we are, and who we’ve always been. It’s right in our name. After all, Veritas means “truth” in Latin.
What we do at our core, is help our customers, now and in the future,
maximize value from their most valuable corporate asset: information.
Welcome to our new brand:
The truth in information.
Our Brand Message
The truth. It’s baked in to our name. It’s a promise, position and platform that is uniquely us. It’s the thread that can be woven through our products, our culture, our entire business.
A company can be many things, but its brand should be a simple expression of its core beliefs and values. This essential truth is what we want top of mind in consumers.
Our Brand Look
The thread is our key design element and represents a journey from chaos to order.
At the beginning of the journey, there may be questions, confusion and misdirection. The end of the journey is where all of the different strands come together to form a unified thread.
This represents the truth.
It ties our brand narrative together and, even in static form, it illustrates movement—taking you from information chaos to information clarity. The minimalist visual approach of the thread clearly and confidently communicates that we are a helpful, purpose-built brand designed for the modern age.
The red thread is the Veritas brand. When used horizontally the jumbled mess of the thread is always on the left and the thin rule is always on the right. When used vertically the jumbled thread should always start at the top.
There are four different threads in four different colors for four main Veritas business solutions.
Imagery
Imagery is powerful visual communication tool to help you engage with audiences and identify Veritas brand. Minimalistic, clean and elegant imagery treatment ties to the retouching process and we assign specific thread colors to certain categories.
The single red thread should be used for brand or marketing that doesn’t align with a specific campaign, solution or product. Campaigns should utilize the thread with the corresponding color. Solutions may relate to multiple campaigns, so we use a single multi-colored thread. Products utilize the multi-color thread with multiple threads. The thread is also not integrated into the scene but overlay.
Metaphor photography can be used to visually express the values of our products and solutions. The washed out image treatment is applied. The corresponding thread treatment can be used as needed.
Iconography
Veritas Icons are simple yet effective visual expression of products, services, and solutions. It is made of Veritas brand characteristics: minimalism line drawing concept. We use geometric shapes and line drawings to visually represent core ideas, capabilities, or benefits.
Veritas Iconography Grid System has been developed to facilitate consistency and establish a clear set of rules for the positioning of graphic elements. This standardization results in a flexible but coherent system.
Keyline shapes are the foundation of the grid. By using these core shapes as guidelines, you can maintain a consistent visual proportion across related icons.
Product UI Component Library
Component libraries are collections of user interface elements unified with a common purpose. It still have a DNA of our brand and design language as a subset of the collection.
Global Website Redesign
For the most significant digital communication, we redesigned a fully responsive corporate website that reflects the updated design systems, brand story, and the new tone of voice.
Home Page Design
Sub-Pages Design
Navigation Design
Interactive Assessment Tool
Digital Marketing Campaigns
Our integrated digital marketing campaign combines multiple channels such as content, email, display advertising, and social media in order to promote a consistent message to a specific audience and support the brand launching success.
Social Media Campaign
Email Campaign
Web Banners
Integrated Campaign - Video
Integrated Campaign - Landing Pages
Results
70%
responded the new tagline is believable and makes them want to learn more.*
+43%
engagement rate lifted in all social media channels averages with the new digital ad campaign.
+48,000
new followers in total of all branded social media channels for the past 6 months.
+62%
increase in organic cloud traffic to the website after 60 day of the new site launching.
*Source: 2018 Veritas Vision attendee survey and 2018 Annual Marketing Report