Breach. An AI brand built to break through complexity.
Positioning, logo and a full brand identity for Breach, a US B2B AI software company. A geometric B with one deliberate cut, one owned colour and lines sales can repeat. From first idea to the full system in 21 days.
The logo
A B that breaks its own construction: precise geometric forms on a strict grid, one deliberate cut, a calm wordmark and a symbol that works alone as an app icon.
Good software, introduced by a generic brand.
Breach builds AI software that simplifies complex workflows for B2B teams. The product was strong. The brand looked like every other AI company: a generic mark, borrowed gradients and a message buyers had to decode. Sales calls started with explaining what Breach was instead of why it mattered. I built the brand from zero.
Look as established and credible as the product already was, from the very first touchpoint.
Clarity, precision, ambition, trust.
Confident and technical, never cold. Distinctive in a category full of look-alikes. Strong from app icon to conference stage.
A recognition system: codes that identify Breach before the logo appears, and one idea, breaking through complexity, carried by every element.
Colour and type
Breach Blue, System Black, Neutral Slate, Output White and Static Grey, set in BDO Grotesk from light to extrabold.
Breach is AI software that removes complexity from how B2B teams operate.
Say what the product does in one line. No future-tech fog.
Precise construction and restraint signal a company that ships.
Controlled disruption: the brand moves, the promise stays simple.
Codes that identify Breach before the logo appears.
Product, campaign and stage
The same blue and the same light blades in the mobile app, on a watch, in a street campaign, on a conference stage and in social posts.
Five decisions, and what I rejected.
- 01A symbol that works at 16 px
The product lives in app icons, favicons and UI. A mark that reads at the smallest size gives Breach an anchor everywhere it appears.
RejectedA wordmark-only logo that disappears inside the product.
- 02One cut through the B
A precise geometric B with a single diagonal break. The brand promise, breaking through complexity, drawn into the mark.
RejectedLiteral cracks, glitch effects and shield icons from the security aisle.
- 03Breach Blue as the only primary
A flat, saturated blue that people recognise before they see the logo, the same in product UI and on a billboard.
RejectedThe multi-colour AI gradients most competitors already use.
- 04BDO Grotesk across product and print
A neutral grotesk with character that stays legible in UI, decks and signage.
RejectedFuturistic display fonts that date within a year.
- 05Headlines that carry the idea
Break Through Complexity and Break the Default do the explaining in campaigns and on stage.
RejectedFeature lists and buzzwords as headlines.
Print and apparel
Business cards, stationery, a team badge and a jacket: the same cut, on paper and fabric.
What was broken, and what I built to fix it.
Breach launched with a complete brand system.
One system across product, sales decks, events, social and merchandise, delivered in 21 days. A complex AI proposition now reads as clear and credible at the first touchpoint, and the team has the rules to keep it that way.
Constructed on a grid, tested from 16 px to billboard.
Breach Blue, System Black, BDO Grotesk.
Product UI, stationery, stage, social, apparel.
“We needed our brand to feel as solid as our product, and fast. Vedran didn't just design a logo - he gave us a system and a story our whole team can use. The first time we put the new identity in front of customers, the conversation started from credibility instead of explanation.”
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