Ternary is a FinOps platform that launched in 2021 as the first native cloud cost management tool built for Google Cloud Platform (GCP). The company was founded in 2020 and is headquartered in San Francisco, California. [1] [2]
Design and History
Ternary’s visual identity was developed by BB Agency, which was commissioned to rebrand the company with a new visual identity and website. The agency described the goal as distinguishing Ternary as a challenger in a visually stale and rigid industry. [3]
The logo symbol depicts a simple cloud formed by an opening pie chart. According to BB Agency, the “unlocked cloud” emphasizes both the cloud industry and the cost optimization services the Ternary app offers. [3] The wordmark spells the brand name in letterforms described as structured and accessible, emphasizing both the power and simplicity of the product. [4]
Meaning and Symbolism
The logo symbol is designed to bring Ternary’s mission to the forefront: unlocking the full potential of every cloud dollar spent. The cloud-and-pie-chart combination directly references both the cloud computing industry and the financial analytics at the core of the platform. [4] [3]
Typography and Design
The brand typeface is Aeonik by CoType Foundry. BB Agency selected it for its tall x-height, which improves readability, and its geometric skeleton with rounded terminals, which gives the text a rational yet approachable character. For numerals, the agency reverted to system fonts, using San Francisco on iOS and Roboto on Windows, to improve readability in the chart-heavy product interface. [3]
Beyond the logo itself, the broader identity system included a high-contrast color palette with over 20 colors for data visualization, capable of displaying up to 500 data points, along with hand-drawn strokes, arrows, and scribbles intended to balance the product’s analytical precision with a human touch. [3]
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