Modern Apps Brand Expression - The goal was to define an expression of VMware’s brand for modern apps/Tanzu that was on-brand yet impactful and relevant to support modern apps marketing goals. This involved establishing a special “developer” brand that helped change perceptions of VMware from being virtual machine experts and operational tooling providers to becoming app tooling experts, thereby helping people build better software.
Contributions: Conceptualized and designed the look and feel to convey the ideas of “build” and “flexibility” within the developers' community. This was achieved through the use of the corporate brand element (parallelogram) as a “trusted platform,” layered with dotted outlined parallelograms with one or two edges extended to imply scalability and flexibility. The design could be used with or without photography in light or dark mode.
