Zetta was a Sunnyvale, California-based provider of cloud backup and disaster recovery solutions for businesses and managed service providers, founded in 2008 by technology executives from companies including Netscape, VeriSign, Symantec, EMC and Shutterfly [1]. The company was acquired by Arcserve in July 2017 [1].
Design and History
In June 2016, Zetta launched a new brand identity and company website at Zetta.com. The launch followed the appointment of Mike Grossman as CEO in late 2015 and signaled a strategic shift to invest more heavily in the brand and customer and partner-centricity [2].
The new identity was designed by Project6, an award-winning San Francisco Bay Area design firm [2]. According to Project6’s case study, Zetta’s original brand identity had been created by the co-founders, and the company was ready for a professional update [3]. Project6 analyzed Zetta’s brand personality from the ground up to distill its true brand character [3].
The new brand identity was created to better reflect the company’s mission to provide customers with continuous access to business-critical data and systems [2]. Project6 applied the new identity consistently across brand design, marketing collateral, trade show booth and website [3].
Meaning and Symbolism
The new logo was designed to mimic data flow, moving up and down, while creating a memorable “Z” [2]. Project6 described the mark as reflecting Zetta’s business promise of continuous access to business-critical data and applications [3]. The up-and-down motion of the mark visually corresponds to the continuous flow of data that the company’s backup and disaster recovery services were designed to protect.
Typography and Design
Project6 established a consistent visual system for Zetta that applied the same colors, fonts, logos, themes and icons across both web and print materials [4]. The new website featured a clean, simple design showcasing how Zetta’s products help businesses defeat downtime [2]. The identity system was built using modern web technology including open-source CMS web design, SaaS, Bootstrap, Marketo CRM integration, animated SVG icons and responsive development [3].
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