The VantageCloud release was the most important product release in years for Teradata. It represented a leap forward in cloud native architecture for the company and major innovation in cloud analytics. Teradata was ringing the bell at the New York Stock Exchange. A distinctive look and feel was requested—one that would identify the product, say what it does, and include the company logo.
The short deadline required us to think simultaneously about the main mark and the graphics that would surround it. We were designing for an event that required not just graphics, but videos, to be played in various places throughout the Stock Exchange.
We settled on a spare, minimal style. The designs are wrapped around a solar system concept, in which Vantage was the Sun. It’s power sets data into orbits (organized and orderly information), from which insights can be harvested. The animations reflect these ideas.
For the mark, we gave the designer just a few constraints:
• Use a full spectrum gradient in some way to represent the Vantage’s ability to handle any kind of data
• Communicate cloud clearly (Teradata was mindful that competitors knocked them as legacy and not “born in the cloud” like Snowflake, one of their competitors
• Work within Brand constraints—Teradata had gone through a major rebrand just a few years earlier
