the brief
minidev works with large companies — delegating complex tech, trusting an external team with their architecture, their software, their infrastructure. the old brand did not reflect that weight.
the rebrand was not cosmetic. it was about building an identity that earned the room before anyone said a word.
the deliverable: a complete brand system — logo, logotype, palette, business cards, slide deck templates, signed document templates. built to be used, not archived.
the approach
the first decision was structural. rather than designing a single brand that had to serve every context, it was divided into three divisions — each with its own identity, each a son of the same family.
minidev — the main brand. the umbrella. minidev people— the human side. teaching, culture, internal life. minidev dev — the technical face. development, firmware, architecture.
three palettes. three personalities. one modular grid that ties them all together.
the identity
the logo is a pair of parentheses.in code, parentheses embrace what's inside them —
they are the syntax of wrapping, containing, executing. minidev wraps around its clients' needs. the mark says so without saying anything.
the logotype ends with an underscore.a cursor. mid-sentence. always building. minidev_ is not a name that has finished speaking.
people runs orange to yellow — warm, human, approachable. dev runs green to cyan — precise, electric, alive.
all three share the same neutral backbone: #1a1a1a and #ffffff. always minidev underneath.
the process
two brand proposals. five logo directions each. one round of revisions to lock the direction. then asset by asset — business cards, slide templates, signed document templates — each refined in a single round.
the result was not what the client imagined. it was what they felt, translated.
the assets
logo system — main brand, people division, dev division, each with standalone mark and full logotype. business cards — dark field, gradient logo, monospace type.
slide deck template — modular grid, division-aware color system. a4 document templates— invoices and signed documents, branded without being loud.
credits
luca ferrario — brand strategy, visual identity, asset design
simone iaconis — client, minidev CEO