Percolate is a content marketing platform founded in 2011 and based in New York, not the United Kingdom entertainment company described in some unverified summaries. The company was acquired by Seismic in November 2019, and its website now redirects visitors to Seismic’s platform. The Percolate visual identity, however, remains a documented example of modern brand system design.
Design and History
The master Percolate logo was designed by Berger & Föhr, an independent brand identity studio founded in 2010 by Todd Berger and Lucian Föhr. The logo lock-up consists of two elements: the Percolate drip symbol and the Percolate logotype. The drip symbol is always positioned one half of one drip’s width to the left of the logotype, and the lock-up is always set in Percolate orange when placed on white. The brand guidelines specify that clear space around the logo must be at least equal to the size of the drip. [1] [2] [3]
Percolate’s in-house design team extended the identity into a broader system. Sub-brands were set in the same style as the master logo, with the logotype spaced one half the width of the symbol to the right, and all sub-brands were to appear in Percolate orange except in special cases where they could be set in white on a Percolate orange background. [4]
In 2019, Percolate introduced a new company strategy and rallying cry, “Own Your Journey.” A logo created for this initiative encompassed the motto as well as the number 50, a target number for many of that year’s goals. [5]
Typography and Design
The Percolate logotype is set in Futura Bold, precision kerned with a custom “t.” The typeface choice extended beyond the master logo: for a sub-brand transition animation, the design team found that a cut of Futura served as a perfect foundation for a Percolate sub-brand. [1] [6]
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