Yodil, Inc.

A start-up, this company from Charlotte – aspiring to provide business intelligence (BI), data analytics, and management reporting to the insurance industry – had created an acronym: your on-demand information library (YODIL). The capital letters made the name look awkwardly self-important. And the last thing the insurance industry needs is another acronym or abbreviation. Since the business entity already had been registered with the State of North Carolina, we kept the name, Yodil, rendering it as a proper noun.

Given the unorthodox nature of the name, the conservative nature of the insurance industry, and the competitive nature of the BI market, making the brand appear mature, entrenched, and sophisticated was Job One.

Rationale
Because the name, Yodil, had the potential to be perceived as whimsical, we began with a stark, bold graphic mark, extending it into a cogent graphic language as the identity evolved. We gave the mark strength and establishment by including “Inc.” in its rendering. We also used a staid shape, the proverbial square, to give it conservative grounding.

We chose red for its vitality, its symbolic passion, and its ability to attract attention. Since the practice of yodeling originated in the Swiss Alps, the specific shade of red we used is the one used in the Swiss flag. The Swiss flag’s inspiration didn’t end there. The Yodil mark mimics it closely. Amending the flag’s t shape created a y, which also represents the conduits through which data flows into the Yodil Platform to be transformed into BI. The mark also mimics the flux capacitor from Back to the Future: it resembles the capacitor in shape; and when you put the right stuff in, amazing things come out.

Identity & Stationery

Introductory Materials

Website & Sales Support

Product Presentation