Persistent Systems

Refreshing an IT brand’s image


Persistent Systems, an award-winning global technology company, specializing in software product development services, has undergone rapid growth in the last 5 years. In the year 2000, Elephant had designed the identity for Persistent, to represent their global reach and ability to handle complex challenges. Having achieved several milestones in the last decade Persistent needed a more contemporary and smarter identity that represents a differentiated brand image through the next decade.


The identity was approached as an evolution of values for an established IT giant with a future-ready image. The cues for change emerged through insights based on in-depth interaction with key leadership and stakeholders.


The new Persistent identity represents their outlook to the future while retaining visual familiarity. The blue globe has become deeper, translucent and more desirable. The loop has expanded to represent the inclusive, all-encompassing ambition of thought leadership in everything the company did. The orange logotype has turned deeper & wider to represent the enhanced confidence about its excellence. Green inside the loop represents the commitment towards a sustainable world.


Once launched, the corporate identity brought a renewed sense of vigor amongst stakeholders and employees. A strong and consistent equity for the company was achieved through brand standardization across touch points.
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Persistent Systems
Corporate Identity
Information Technology
Key Deliverables
Refreshing and IT brand’s image
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