J Danny

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LeadsOnline Identity Refresh

A refresh for a brand with a solid reputation.

LeadsOnline is the leading investigations software used by law enforcement agencies nationwide. The brand has included colors red, black, white, as well as the magnifying glass and fingerprint elements since its inception. However, the detail in the fingerprint element often caused issues when being printed on marketing collateral.

For this refresh, key stakeholders requested to retain the original color scheme of the logo as well as the magnifying glass. Overall, the spirit of the original logo was to remain intact, with some adjustments to modernize its look. While the changes seem subtle, dozens of alternate magnifying glass emblems were considered before selecting the final version. Even multiple options for the angle of degree of the handle on the magnifying glass element were considered.

From the resulting new logo, a second logo was created for UNIFORM, LeadsOnline's internal design system and asset library.