Visual Identity Refresh for Reset Tech
We refreshed Reset Tech’s visual identity through workshops, clear guidelines, and new illustrations for digital, print, and dataviz. The result is a progressive identity that connects with diverse audiences.
intro
Reset Tech presents a global nonprofit working to defend democracy from digital threats. Their mission is to reset the relationship between media and democracy by tackling misinformation and disinformation with data-driven research; shaping policy and public debate as a trusted voice in today’s digital landscape.
Reset had a loosely defined brand identity, but as the organization grew and more contributors shaped its design, inconsistencies began to emerge. It became clear that they needed a consistent system to keep their brand identity strong and unified across all platforms.
conceptualise
We stripped things back to the basics:
Who is Reset Tech? What do they stand for? What challenges do they face from a branding perspective?
visual identities
The project was kicked off by bringing key Reset Tech stakeholders together for three collaborative workshops. We asked participants to bring images they felt represented Reset Tech. This was a free-thinking exercise - colors, shapes, moods, concepts - anything that felt aligned with their brand was welcome.
eureka moment
Choosing just one style seemed impossible. Each direction spoke to a different part of Reset Tech’s work. But instead of forcing a single choice, we took a step back and examined who Reset Tech’s audiences were and what role design played in reaching them. By defining these audience groups, we realized we didn’t have to pick just one style, we could use all three, strategically adapting them based on who we were speaking to.
guidelines
The primary logo of Reset Tech features the wordmark ‘Reset·Tech’, which uses an interpunct to connect the words. In text-based media such as reports, articles, and on the website, the organization's name should be written as ‘Reset Tech’ to accommodate standard keyboard limitations and maintain consistency across different channels. The logo is adaptable to different background colors.
Reset Tech’s brand colors center around a grayscale palette, featuring Gray-50 as a substitute for pure white, Gray-200, Gray-500, Gray-700, and Gray-950 in place of traditional black. Paired with the secondary color Warm Gray this muted color paltte maintains focus on content, and amplifies the impact of the accent color in their reports and publications.
Gt Sectra Regular, a modern serif font, is used for titles, headers, and graphic materials. Neue Montreal is utilized for body-text, an elegant sans-serif font chosen for its readability. These fonts are integral to maintaining a cohesive and professional appearance across all formats. When these fonts cannot be used, Google Fonts alternatives may be used to replace them.
For illustrations, tables, and timetables, colors we offered the extended color scheme. The full range of the data visualization palette is reserved for instances where it’s crucial to differentiate between data. This data presentations ensures visually impactful and accessible presentation, in line with Reset Tech’s standards.
Icons showcase an abstract and geometric style. This distinctive design is highly adaptable, enabling the creation of new icons while maintaining a consistent visual presence across both digital and print media. We also specified guidelines for animating the icons as alternative usage on websites and other mediums, where appropriate.
report layout
One of the biggest tests of the new identity was applying it to Reset Tech’s reports. The redesigned "Profiting from Propaganda" and "Verified Disinformation" reports showed how good design can transform complex analysis into something engaging and digestible.
By incorporating custom illustrations, intuitive layouts, and clear typographic hierarchy, we made sure each report guided the reader effortlessly through the content, while staying true to Reset Tech’s mission and values.
impact
This project wasn’t just about aesthetics, it was about clarity, consistency, and making Reset Tech’s research more impactful. By creating a system that adapts to different audiences while keeping the brand identity strong, Reset Tech is now better positioned to communicate their work effectively and continue shaping critical conversations in the digital space.
what we delivered
Consistent Brand Presence: We aligned every visual element to ensure a unified look across digital platforms, printed materials, and data visualizations.
Progressive Visual Identity.
Comprehensive Guidelines.
Engaging Report Design.
Data Visualization.