Tractable

Embedded within the Tractable symbol is the fundamental relationship between the assessed object and the technology that surrounds, analyses and supports it.

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Extending from the symbol and the visual components of circle and technological surround, the key relationship between object and insight was realised by Pentagram as the Damage Signature.

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In order to facilitate Tractable’s brand team to use the Damage Signature visual, Pentagram created a bespoke tool that can output 3D rendered visuals for use within brand communications.

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The team created a streamlined colour palette centered around a vibrant electric blue. To achieve parity between the digitally native colour and printed materials Pentagram also commissioned a bespoke Pantone ink mix titled Tractable Blue.

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The Damage Signature and its representations of damage, segmentation and data input build a continuity across all of Tractable’s touchpoints and provide it with a clear means to talk to clients about the functionality and benefits of its product.

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An illustration style as well as an initial set of illustrated visuals were developed that subtly point towards the object and boundary relationship found in the symbol and Damage Signature.

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A suite of scalable icons were also designed that feature an offset break motif similar to the stylistic quality of the symbol.

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Working in collaboration with the team at Tractable, a comprehensive set of brand guidelines were created that deliver a graphic system to build brand recognition, and help structure information and present complex narratives clearly.

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