Atlas is a revolutionary new tool for ad serving and tracking across computing platforms and devices from Facebook.

The Atlas team needed to develop an overall brand identity for the project leading up to it’s high-profile launch at Adweek, including a logo, landing pages, iconography and illustrations, and printed collateral.

 

Knowing that many people outside the adtech industry can be uncomfortable with the kind of tracking that Atlas is meant for, the brand language was designed to be as benign and upbeat as possible. The idea is to communicate the product benefits of Atlas in terms of ‘people-based marketing’ and stress that Atlas (and Facebook) are supremely con- cerned with making the internet a better place for the average user, by giving them an experience customized to their interests in the most specific possible way.

 

As such, the creative direction was to utilize soft colors and friendly illustrations wherever possible, and evocative photography which stressed personal experiences and individuality. When designing the logo, we looked for inspiration from two key ideas; what Atlas actually did, and how we want people to think of it. The stylized ‘A’ evokes these two concepts; a sextant, which is an ancient instrument designed to measure the angle between two distant objects (appropriate to the function of Atlas), and an individual with arms outstretched, as if to hold hands with someone on either side (appropriate to how we want Atlas to be thought of).