The Basis of Our Concept

TERA’s purpose was to lay a foundation for better business decision making by unearthing actionable insights to support its people. We wanted to represent TERA using nature and the world, because it is global, connected, and networked. It mirrors nature’s power to understand and work well with itself and evolve, paralleling with data and capabilities to understand human behavior.

Our change management team reached out to potential end users as well as leadership in order to get a better gauge on what they would want from the program in terms of communications. After consolidating our findings, we landed on a few key terms to begin building out branding: simplicity, empowerment, and transparency. To capture this in our program branding, we chose to also go with:

• Simple designs for ease of use and consumption

• Powerful and moving imagery to spur action and participation

• Light colors for inspiration and approachability

Understanding the Logo

TERA is one program within the overall BI & Analytics capability. Each program and subunit has its own hexagonal logo, and they fit together to form a honeycomb or hive.

The word hive is most recognizable as a place where bees thrive, but it can also be a verb that means to move together as one. We want all the entities that fall within the BI umbrella to have consistency with their branding, so our users can easily identify when something belongs to our organization.

TERA (or terra) means land or earth, and therefore the mountain logo on the inside of the hexagon represents the power of land and nature which can be compared to the power that comes from our underlying data when we deliver it easily and in advanced forms.

Visual Design Keywords

• Majestic - Playing on the grand scale of which business intelligence exists, evoking a sense of majesty is both inspirational and convincing. Design that incorporates aspects of majestic things in the world (for example, the sea, sky, or mountains) will translate those feelings into what people believe BI is.

• Sleek & Simple - By keeping the elements within a space simple, it allows for imagery to pop in a more impactful way. Strategic utilization of white space brings attention to the parts you wish to highlight, whether it be images or text.

• Modern - A modern design pays homage to a futuristic vision. Clean lines, limited colors, sharp edges, and executing on the phrase “less is more.” It conveys competency, style sense, and credibility.

• Monochromatic - By keeping the color palette mostly monochromatic, it allows the images to shine. It is sophisticated and simple, allowing for ease of use and uniformity between different kinds of content.

• Quality - Images that are clear and sharp shows care has been taken in the construction of the design. It commands attention and can create a sense of awe for the viewer.

• Content - Image content does not necessarily have to match exactly what is being discussed, but should instead reflect or evoke in some way a similar feeling.