Years in the making with refinements to include new products, acquisitions and programs, the Cvent identity continues to evolve and adapt while remaining consistent in several important areas.
We say we “bleed blue” at Cvent and it is our intent to preserve this part of our culture through our brand and corporate identity.
Cvent has been in the events industry for over 20 years and is known for the event registration suite of products. While Cvent’s products have undergone significant changes over those years, it’s finally reached a level of brand consistency that matches our corporate identity.
Refining the Identity
Years of collaboration between my team and the product UX team have generated cohesion across marketing deliverables and product experiences. Continued refinement within the identity system and extensive user testing across our product lines create familiarity and consistency where needed but also flexible for campaigns, signage, and corporate storytelling deliverables.
The Master Brand
As Cvent has acquired other companies over the years, we maintain their identity for a period of time, but eventually brand those offerings as Cvent products. It is our goal to maintain Cvent as the single, master brand and as such, I have removed any associated branding with product lines.
A Human Voice
I wanted our headline typography to work well for the web as well as on all signage for events, trade shows and other collateral. Going with a regular weight and a clean and friendly Typeface like Brandon, we can use bold to emphasize parts of headlines. It is written in title case and in some situations, sentence case and each headline is written in a way that speaks directly to our audience in a friendly human tone.
Relatable Imagery
I also staged and produced a custom photo/video shoot to capture proprietary senes and scenarios of our products and personas that represent our clients and our industry. This footage extends across all our materials making for a consistent branded experience. Some stock photography has also been selected that resembles a realistic look for some of our tier 3 assets.
Employee Brand
Finally, I’m continuing to add additional rules and definition to our internal employee brand that provides a way to maintain brand consistency across all our offices globally, and the many teams and programs we introduce each year.