Carbon6

Industry

Business to Business, SaaS

Company Size

50-200

Summary

Simplifying success for online sellers around the world.

ProjecT Scope

Rebrand
Logo design
Tool suite rebranding
Brand Architecture
Iconography
Logo Animation
Typography
Color
Illustrations
Social Templates
Brand Guidelines
Website Design

Credits:

Ethan Blaney

Collaborators:

Erika Kraus
Shannon Curley
Brent Stirling
Rafaela Bahiense

Press / Awards:

MindSparkle Mag

After coming out of stealth mode, Carbon 6 approached us to build a brand platform that would serve as a launch pad, accelerating them toward their goal of building E-Commerce ecosystems that simplify success for online sellers around the world. With a growing suite of products, Carbon 6 looked to us to create a brand system that would be cohesive, adaptable and scalable to the company's growth.

Carbon 6’s software tools and training programs, developed by the brightest minds in the Amazon seller ecosystem, help entrepreneurs succeed through innovative technology, services, and community – everything an entrepreneur needs to start, scale, and optimize their online business.

client testimonial

“When we brought Lazaris in to help redesign our brand, we were basically working with a blank slate – which any creative knows is one of the most intimidating starting points for a branding project. The Lazaris team worked with us to understand our vision and goals, and were able to create a completely unique design system for us that was both flexible and cohesive. They understood the importance of creating a system that could grow with our company's future acquisitions while maintaining our brand identity. They created unique icons, patterns, and gradients for each of our products that helped to give them their own distinct visual language. Their designs were easily applicable to a wide range of touchpoints, including websites, marketing materials, and physical products. Overall, working with Lazaris was a great experience. Their team was professional, talented, and dedicated to helping us achieve our branding goals. I would highly recommend Lazaris to any business looking to take their branding to the next level.”

Shannon Curley, Head of Content at Carbon6

Rooted in Science

Since its inception, the name Carbon 6 has been rooted in scientific nomenclature - Carbon is an element with an atomic number of 6. It consists of six protons, six neutrons, and six electrons. As the new brand evolved, we continued this legacy, while expanding the design language with a focus on scalability, originality, and own-ability for the brand and its product suite.

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A Fully Connected Amazon Seller Ecosystem

The Carbon 6 logo, built around six interconnected hexagons, serves as a visual metaphor for their fully connected Amazon Seller Ecosystem. Each hexagon strengthens and supports the others, just as each tool in the Carbon 6 ecosystem contributes to it’s collective strength and functionality. This connected molecular design represents the brand's mission to build interconnected solutions, tools, and expertise to help increase efficiency, drive profitability, and scale intelligently.

Molecular Breakdown

We deconstructed the logomark into its most rudimentary geometric shapes in order to give us the building blocks for the product icon suite. The simplicity of the base shapes allowed us to extend the new design language to well-known and beloved tools while maintaining clarity and upholding user affinity.

Product Suite Icons

Knowing that each icon would need to be used at incredibly small sizes inside the product, we started by designing each icon at 16x16 and scaling up from there. This allowed us to build the icons in a way that looked as great on a phone screen as they do on a billboard. By leveraging the rudimentary geometric shapes from the logomark, we were able to generate strong constraints that led us to building a series of consistent and own-able icons. In total, we ended up rebranding over 16 separate tools and pulled them all into the same style and design language.

Type

Gilroy is a modernist sans serif typeface that is heavily geometric. The precision and consistency throughout all the characters is what drew us to this typeface for the Carbon 6 brand. We needed a typeface that felt human, but could take a supporting role for such a powerful logomark. The clean shapes play wonderfully with the product suites, as well as creating captivating marketing headlines and body copy. With 20 weights the font family gives us many different opportunities to connect with the intended reader.

Color System

With over 16 different tools, all of which were originally separate brands and companies, we knew we would need to build flexibility into the color system, allowing each tool to communicate efficiently with their audiences. In order to ensure flexibility and to prevent asset fatigue in the color system we leveraged a gradient system anchored in base color values.

The design system broken into layers

The design system can be broken down into three layers. The gradient serves as the base layer and can be used to reflect the tool’s original color palette while simultaneously moving it into the new brand system. The gradients help reflect the dynamism of the tools offering and the constant evolving nature of Carbon 6.
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The mid layer is where we add in a bit of noise. The noise helps ground the collateral by making the gradients feel as though they are comprised of particles, molecules, or even data. It also makes the color system feel more tangible.

The foreground pattern layer is comprised of custom built patterns that we created for each of the tool systems, as well as the primary Carbon 6 brand. The pattern overlay is intentionally subtle as to avoid the feeling of looking through a chain link fence.

These three elements form a highly dynamic, communicative, and unique system that helps fight asset fatigue, which is incredibly important when marketing both the individual tools as well as the full suite of products.

Display Ads Showcase the Robust Design System

The robust and flexible design language really starts to shine on the display ads shown above. In each ad suite the gradient, noise and pattern systems work together to reinforce each tool’s identity, while giving equity to the primary Carbon 6 brand.

Icons

In addition to building custom icons, we integrated Remixicons into the design system to quickly spin up collateral without the need to create custom icons for every scenario. We leveraged both outlined and filled icons to give us flexibility when building assets.

Brand Guidelines

We built incredibly comprehensive brand guidelines along with templates and Figma component libraries to help the Carbon 6 internal team in getting work out the door in a quick and efficient manner.

Industry

Business to Business, SaaS

Company Size

50-200

Summary

Simplifying success for online sellers around the world.

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