Brand system. Introduction

CROC unveiled a new design system that symbolized the company’s dynamic and forward-thinking view of the industry and the future of the company in the IT ecosystem. Evolved off the company's iconic green logo, the new visual identity takes CROC into the digital future.

The marketing team has worked closely on the project with company management, PR and Communications department and the in-house design team. The update is one of the most important changes to CROC’s brand identity in the past years and reflects of the company-wide transformation activities and how much the organization has changed.

The most comprehensive design system ever introduced at CROC will begin to roll out in spring 2019.

Team department: PR and external communications. Marketing department. CROC Creative lab

Date: 15 May 2019

We explored a wide range of possibilities for the new identity, from simple symbols to complex patterns that demonstrated the company’s history and distinctive visual vocabulary.

Finally, the team decided to retain the equity of CROC’s familiar wordmark, retooling it to increase consistency across applications. CROC’s logo is iconic and reflects our heritage. The new brand system reinforces the brand’s leadership and reliability that are at the underpinning everything we do, while reflecting the modernity and embracing the new technological era.

We have designed a new brand system that embraces simplicity and relevance, while capturing dynamism and energy of the CROC’s brand character.

We are combining tradition and the innovative ideas moving into the realm of deep synergies, multisectoral integration and partnerships.

Our distinct style works consistently in different scales and frameworks. CROC’s extended visual language introduces a more refined color palette but retains the brand’s playful visual personality with a surprising gradient infusion and new pattern imagery.

With a flexible approach to color palettes, pattern and logo presentation CROC brand comes alive with refreshed energy and drive. The recharge brings precision, highlighting an increased digital presence and international focus.

The brand system framework provides the tools you need to deliver a range of visual expressions. As you determine what visual story to tell and how you want to tell it, you can rely on the elements of this system to fuel your inspiration and articulate consistently the CROC brand.

CROC’s brand system is designed to change and evolve. Our visual system is dynamic and flexible enough to let you create fun and exciting images or build sophisticated business communications.

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