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.
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?
identity alignment
Our goal was to understand the work, the mission, and the audiences, and to find ways to communicate Reset Tech's work more naturally to the people it was trying to reach. We brought key Reset Tech stakeholders together for three collaborative workshops, asking participants to bring images they felt represented the organization: colors, shapes, moods, concepts. Through free-thinking exercises and open-ended discussions, we worked to make that visual instinct visible and understand the reasoning behind it.
The moodboards led to three style directions:
Modern Minimalist
Bauhaus Precision
Digital Collage
*Moodboard images reserved for brand exploration purposes only and not licensed to Ura Design.
moodboards
eureka moment
Each direction spoke to a different part of Reset Tech's work, and choosing just one felt reductive. So 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.
approach
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 palette 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 a clear typographic hierarchy, we ensured each report guided the reader effortlessly through the content while staying true to Reset Tech’s mission and values.
impact
Reset Tech publishes research that exposes how technology undermines democracy. Communicating that work clearly and credibly, to the right audiences, is not a secondary concern. By building a visual system that adapts across audiences without losing a unified identity, Reset Tech can now do exactly that.
Our collaboration continues, with new products and publications growing under the same framework.
what we delivered
Beyond the core visual identity system, our work with Reset Tech spans the full range of their communication needs. Every touchpoint is built on the same framework, with guidelines covering typography, color, and layout to ensure consistency across print and digital. And as the organization grows, we continue to support it, revisiting and expanding the system with new elements as needed.
Visual Identity System.
Brand Guidelines.
Editorial Design.
Iconography & Data Visualization.
Ongoing Support.