About the Project

Sensel is a cutting-edge technology company that specializes in creating touch and force sensing solutions for a variety of applications. Founded in 2013, Sensel has quickly gained recognition for its innovative touch sensor technology, which offers a new level of precision and sensitivity for touch-based interfaces. Sensel's technology finds applications in touch sensors for consumer electronics, pressure-sensitive consoles for automobiles, as well as force-sensitive touchscreens for industrial and commercial purposes. To learn more about Sensel, please visit sensel.com

The previous logo and branding was commissioned to and created by Frog Design. The colorful smudge has an ambiguous quality, evoking the sense of something forming from dust, with potential waiting to be harnessed. As Sensel's technology and market became more established, the company started to seek a more confident voice.

Through close collaboration with the executives, I set the branding strategy and design direction. We decided to keep the legacy of the polychromatic color scheme, while making it more defined, implying the maturity of Sensel’s unparalleled touch technology. The crisp and sharp lines convey depth and represent the interaction between input and output, which is a key mission of Sensel.

The new logo can also be interpreted as a sunrise seen from the far reaches of the universe, capturing the forward-thinking and innovative spirit of the company. Its design allows for different people to perceive it in different ways, adding an extra layer of versatility and appeal. I was able to achieve a balance between preserving the old branding's legacy while incorporating a modern, fresh look.

Over the course of several years of effort, as the lead designer, I provided hundreds of design options. After numerous rounds of tunneling down and sometimes starting over, the final result was a new logo that expertly balances modernity and tradition and embodies the company's innovative spirit. The new logo is in active use and I’ve also created the brand guidelines and established a branding management system. I am incredibly proud of the work I accomplished and the impact it had on Sensel's new brand identity.

Brand Guideline

Applications