PROJECT //

Alludo Rebrand — (FKA Corel)

DESIGNSTUDIO NYC
COREL / ALLUDO ︎

BRAND IDENTITY / BRAND ARCHITECTURE

BRAND NEW ︎︎︎
MUSE AWARDS GOLD ︎︎︎

For decades, Corel and its offering have been centered around the technicality and performance of its products.

It was clear to us at DesignStudio that it was time for Corel to change perspective and focus on people and new ways of working.

This is how Corel would continue to thrive as a business and company, empowering people to work wherever and whenever they want. The new brand is built around the idea that Alludo’s software liberates companies from everyday constraints to reimagine where, when, and how we work, giving people the space to work and time for ideas.

We created a boundless visual world, where we break down convention and turn boundaries into boundlessness. Blurring the constraints of the working world, removing the heaviness of old structures. We use white space to give a sense of lightness in contrast to rich and surreal collages where people are at the center of the brand.

We’ve developed a suite of dynamic graphics that represent different working modes – focus vs collaboration and graphic containers inspired by their core products. The color approach is based on the time of the day, mirroring working patterns: Morning person, day getter, night owl.

We blend the grounded with the aspirational while blurring the boundaries between. Where every day people can be enabled to work without bounds, any time anywhere. As such, people appear front and center in our collateral, against the backdrop of surreal landscapes, illuminated by the hues of different times of day.

The Alludo symbol’s unique silhouette curves forward, off the beaten path, towards a boundless reality. The wordmark is tailored to match, with curving inktraps that echo the symbol.

There are times when we like to work alone and times when we work with others. To depict this, we have two different types of work mode shape: focus and collaborate.

They start at a base level, where a single focus mode shape represents any individual working by themselves. They duplicate and form evolved silhouettes as more people are pictured collaborating.