Breaking out of the "visual sea of sameness."?
Quark Inc. has adopted a new logo and visual identity. The new logo is a combination of geometric forms that suggest a stylized "Q," and is a vibrant green (Pantone 368), which Quark says "evokes energy and vitality" and "is a signal that the company is leaping forward into the future of creative communications."
"Quark has undergone a major transformation to become more open and customer-focused, and we have a focused vision to go with our new attitude," says Quark acting president Linda Chase. "We now provide the tools to express your innermost creativity, build a brand for your business, work together towards a common goal, or help you sell your product. Many people don't realize how much we've evolved. Our new logo and brand will project the significance of this change to our community around the world."
The logo was designed Chris Wood at SicolaMartin, a division of Young & Rubicam Brands. "The green just came into being. I was looking for something that would take Quark in a completely new direction -- a color that was friendly and inviting, but would also really help Quark stand apart. We wanted to help Quark break out of the visual 'sea of sameness' that lumps together so many corporate software companies," says Wood, creative director at SicolaMartin. "It really was an evolution. The more I played with the green, the more it came to represent so many things that Quark has gone through: rejuvenation, growth, and rebirth. It just seemed to make sense."