A brand identity that resonates with data professionals, data scientists and data engineers.

The Client

Dask, an open-source Python library, extends Python with distributed computing, empowering society to solve important problems. With a focus on scaling and the ability to deploy anywhere, Dask is used by some of the world’s largest and most advanced organizations as they build the future today.

The Brand Sprint

Picture of Text: Personality Spectrum
Picture of Text: Personality Spectrum
Picture of Text: Elite
Picture of Text: Mass Appeal
Picture of Text: Serious
Picture of Text: Playful
Picture of Text: Conventional
Picture of Text: Rebel
Picture of Text: Friend
Picture of Text: Authority
Picture of Text: Mature/Classic
Picture of Text: Young/Innovative
Dask AudiencesDask questions desktop versionDask questions mobile version

The Marks

Our initial design work focused on the Dask logo. After a thorough visual exploration, we presented a cleaned up version of the existing logo, an evolution of that logo, and one that visualized key elements of Dask — parallel computing and scale.

Picture of Text: Original
Original Dask logo
Picture of Text: Redesign

Early Sketches

Success wasn’t just happened upon. Our early explorations looked at logo ideas, wordmarks, community representations, and broad interpretations of brand features like parallel computing.

Picture of Text: Early Explorations
Picture of Text: Early Explorations
Logos early exploration
Picture of Text: Advanced Explorations
Picture of Text: Advanced Explorations
Original Dask logo
Dask logo explorations 2
Dask logo explorations 3
Picture of Text: Final Mark
Image of Text: InverseImage of Text: RedImage of Text: BlueImage of Text: Standard
Dask logo
Dask logo
Dask logo
Dask logo
Dask 3D logoSweatshirt logo mockupDask Github screenshot

Now do it with style(scape)

Ask anyone who does brand work and we’ll all tell you a brand is more than a mark. Once we had aligned on a logo, we had to build out a complete visual language. This language had to simultaneously be complex enough to fully tell the Dask story while also being simple enough for the open-source community to use effectively.To help the community implement the Dask brand well, we also built interactive brand documentation into their site that is easier for non-designers to understand and use. This is critical for an open-source project that lacks the kinds of top-down controls a traditional business would exercise over their brand.

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

White

#FFFFFF

Accessible Text Colors

#EF1561(AA18) #1F5AFF(AA) #183D72(AAA) #33363D(AAA) #262326(AAA) #080815(AAA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Green

#61BA92

Accessible Text Colors

#33363D(AA) #262326(AA) #080815(AA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Light Grey

#F6F6F6

Accessible Text Colors

#EF1561(AA18) #1F5AFF(AA) #183D72(AAA) #33363D(AAA) #262326(AAA) #080815(AAA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Blue

#1F5AFF

Accessible Text Colors

#FFFFFF(AA) #F6F6F6(AA) #EBEAEE(AA18) #FFC11E(AA18)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Medium Grey

#EBEAEE

Accessible Text Colors

#EF1561(AA18) #1F5AFF(AA) #183D72(AAA) #33363D(AAA) #262326(AAA) #080815(AAA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Medium Grey

#EBEAEE

Accessible Text Colors

#1F5AFF(AA) #183D72(AAA) #33363D(AAA) #262326(AAA) #080815(AAA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Slate Grey

#EBEAEE

Accessible Text Colors

#FFFFFF(AAA) #F6F6F6(AAA) #EBEAEE(AA18A) #FFC11E(AAA) #FC6E6B(AA18) #61BA92(AA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Salmon

#FC6E6B

Accessible Text Colors

#33363D(AA18) #262326(AA) #080815(AA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Charcoal

#262326

Accessible Text Colors

#FFFFFF(AAA) #F6F6F6(AAA) #EBEAEE(AA18A) #FFC11E(AAA) #FC6E6B(AA18) #61BA92(AA)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Red

#EF1561

Accessible Text Colors

#FFFFFF(AA) #F6F6F6(AA18) #EBEAEE(AA18A)

Picture of Text: Colors

Select a background color to view accessible brand color combinations for text or other elements. Note: colors marked AA18 should only be used for large type (18px or larger).

Black

#080815

Accessible Text Colors

#FFFFFF(AAA) #F6F6F6(AAA) #EBEAEE(AA18A) #FFC11E(AAA) #FC6E6B(AA18) #61BA92(AA)

Picture of Text: Typography
Dask typography hierarchy
Dask typography example
Picture of Text: Syntax Highlights
Picture of Text: Syntax Highlights
Syntax Highlighting example
Picture of Text: Graphic Styles
Dask graphic styles exampleDask graphic styles exampleDask graphic styles exampleDask graphic styles exampleDask graphic styles example

Next steps: new marketing website

With a fully developed brand, our next step was to design and launch a new website for Dask to help it better connect with its audience.

Dask website Get Started Image
Dask website Get Started - Explore the Possibilities section
Dask website homepage imageDask website Homepage slider sectionDask website Homepage mobile image
Dask website powered by screens
Dask website brand guidelines mobile mockupsDask website forms imageDask website forms image

Interaction for all sizes

While some companies might limit a lot of the interactive elements to the desktop, we took the extra step to think through, design, and implement a more complete responsive experience, including interactions. Regardless of device.

Dask website blogs mobile imageDask website Doc Portal image

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