7Factor designs, develops, and deploys custom DevOps and cloud-based software and systems for clients in many industries, including Fintech, healthcare IT, aviation, and media.


Jeremy approached me to create a modern brand that would help his startup stand out amongst the competition and leave a lasting impression. He is a big advocate of kaizen, a Japanese business philosophy of continuous improvement of working practices, personal efficiency, etc. He wanted this to play a part in the brand design.

After some research, brainstorming and with the help of some moodboards we narrowed down the creative direction. The design strategy was to create a modular design that would mirror the modular nature of software development and design. This is a technique that emphasizes separating the functionality of a program into independent, interchangeable modules, such that each contains everything necessary to execute only one aspect of the desired functionality.


I felt the number 7 and letter F would work well if reduced into a combined form which I then set about representing in modular pieces and paths. Round edges were used to suggest approachability and openness. Three final options were presented before settling and refining option 2 (left). After first ensuring the mark worked in one colour we moved onto the brand palette development. Jeremy always had the colour orange in his head and I felt it worked well since it’s associate with joy, warmth, enthusiasm, creativity, success, encouragement, change, determination etc. All attributes a software company would like to be associated with. I then paired the orange with a more tech light blue on top of a dark blue background for maximum contrast and impact.

I presented a selection of suitable typefaces and after some brief discussion we settled on the modern sans serif that is used in the final logo and throughout the branding.


Jeremy and the 7Factor team were very happy with the final logo and branding. Their business has since grown to over 40 people and they are doing great work. I’ve had the pleasure of continuing to work with Jeremy on some additional brand pieces and new projects.

Check out 7Factor’s website for information on their work.