My project with Postsharp Technologies has picked up a number of awards, including a coveted AGDA Merit recognition, which is the Australian Graphic Design Association.

AGDA Awards 2024 - Merit Award, Logos, Trademarks & Symbols
ODA Awards 2024 - Winner in Brand Strategy
ODA Awards 2024 - Gold in Brand Identity
Indigo Awards 2024 - Gold in Branding for Technology
Titan Brand Awards 2024 - Gold for Best Logo Design / Best Brand Identity

PostSharp and Metalama are two frameworks that help software developers improve their code quality and productivity through meta-programming. President & Principal Engineer Gael Fraiteur needed help branding the new product, Metalama, in a way that harmonised with the current branding for PostSharp, which already had a lot of traction in the market. So I’d need to stick to the current colours and fonts, but introduce a new icon for Metalama, which would be the flagship product moving forward.

One of the requirements from Gael’s brief was that the logo shouldn’t be too playful. It was very tempting to come up with illustrated concepts that depicted a llama, but in the end I would need to find a solution that reflected the industry, but would be taken seriously.

The ‘sharp’ # symbol in the parent company name represented the C# programming language that the framework is used for. And I managed to find an abstract llama shape inside a stylised version of a # symbol. By introducing small separations in the design, we could keep the overall shape of the symbol, while revealing the llama icon in a subtle way.

Check out the project in full here.