Statslog turns 40: New Direction
Mar 1/24
by Karen Ng-Hem, RGD
In 40 years…Statslog has weathered economic peaks and valleys, from pen and paper to the invent of the internet / Cloud. We have managed to stand firm, yet adapt to every curve thrown at us! The company, software (and our brand) are headed in a new direction.
Statslog’s last logo update was over 10 years ago. It reflected the sophistication of Statslog’s then 30-year history in the Construction Contract Administration space. But, with change in technology prompting a UI/UX update to FIVE’s software, we began to question—who are we now…at 40?
The software is solid; we’re the same group of people behind the name x company…still evolving.
Rebrand: build on that stability, and character.
Keep the black + white figure / grounding; but, clear the slate.
We’re not starting over from scratch; we’re positioning ourselves to grow again.
So, I made us small but mighty. Solid x modern—a wordmark that will anchor our identity on the forms we create for architects and design professionals.
In the process, I wrestled with this.
A week from launching, the (original) letter “t” didn’t sit quite right. I spent a full day trying to resolve it; until one night, the brand story started to form. How the company has weathered 40 years of economic peaks and valleys, from pen and paper to the invent of the internet / Cloud; and how it has managed to stand firm, yet adapt to every curve thrown at it.
The curve—that’s what was missing!
Website gets a refresh
Nature is powerful—and everywhere! The imagery is reflective of how Statslog looks at AEC from all angles / views and perspectives (birds eye, worms eye, aerial, elevation); and how the software—FIVE is observant of every change on a project that can affect the eco-system.
Water is adaptable
Trees have solid roots that branch out
Mountains are solid; a stable foundation
Clouds (where software is hosted)
Nature is also whole and complete—like the 100% Model, echoing that with FIVE, you can only invoice one hundred percent of a project.
Karen Ng-Hem, RGD is a Creative Director who has developed a reputation in the AEC industry for creating compelling visual stories. She has been an advisor to Statslog’s Board of Directors since 2008.