Crafting a Memorable Brand: ClickHouse’s Journey to a New Website
The power of a brand lies in its ability to leave a lasting impression. Every great product deserves a brand that reflects its essence and resonates with its audience. At ClickHouse, we embarked on a 3 month journey to redefine our brand and forge an unforgettable user experience.
1. Embracing the Dark Side
Resonating with Developers, Our Core Audience
To strike a chord with our main audience, developers, we embraced a dark color scheme for our rebrand. Dark colours convey a sense of technical sophistication and empower users to focus on what truly matters: the power of ClickHouse itself.
2. Yellow as the Primary Color
A Bold Choice that Makes ClickHouse Memorable
Within our dark color palette, we boldly chose yellow as the primary color for ClickHouse’s rebrand. This decision held both sentimental and strategic value. Yellow has been a predominant color in ClickHouse’s logo since its inception. By incorporating this vibrant hue, we honoured our product’s history and created a strong visual connection between the brand and its loyal users.
Moreover, choosing yellow also set us apart from the mainstream color choices predominant in web design. We wanted to break free from the familiarity of blues, purples, and greens and pave the way for a more memorable and distinct brand identity.
3. Dynamic Animations
Demonstrating Speed, Integration, and Seamless Performance
Animations have the power to bring concepts to life and engage users in meaningful ways. In showcasing ClickHouse’s capabilities, we leveraged animations to illustrate its exceptional speed and efficiency. One such example is the animated query run, a visual representation of ClickHouse’s lightning-fast performance. Furthermore, this is a real query that can be run on one of our sample datasets.
Additionally, we developed a spider-like animation that showcases ClickHouse’s seamless integration with other databases, data lakes, data streams, language clients, and visualisation tools. This animation acts as a visual metaphor, weaving together the interconnectedness of ClickHouse with various components of the data ecosystem. It signifies the endless possibilities and the ease with which ClickHouse fits into existing infrastructures.
4. Focusing on Key Elements
Highlighting the Essence in Words
Throughout our rebranding process, we embraced a strategy of selectively highlighting a single word within a title. By doing so, we aimed to emphasise the key elements that define ClickHouse. Each highlighted word serves as a beacon, guiding users toward the essential features and concepts that set our product apart in the market.
5. ClickHouse Swag
Shining the New Brand Beyond the Website
Our rebranding efforts don’t stop at the website alone. We’re extending the new visual identity to our merchandise and swag. New stickers, new hoodies, and even socks, all featuring the vibrant and distinctive elements of our rebrand.
6. Next stop: ClickHouse Cloud
Continuing the journey
The rebranded website marks just the beginning of our transformative journey. We are excited to share that ClickHouse Cloud is on the horizon, which will be available in both light and dark mode.
In our quest to maintain the new brand’s vitality, we are aware of the challenge presented by incorporating yellow, our primary color, into ClickHouse Cloud’s light mode. While yellow can be visually striking in a dark color scheme, it requires a delicate balance in a lighter context. We’re exploring different design possibilities to ensure that the vibrancy and energy of our brand remain intact. Stay tuned!
We understand that the style we’ve chosen may not be everyone’s cup of tea, and that’s perfectly fine. Our goal was to create a brand that would leave a lasting impact, one that you would remember and that would always remind you of ClickHouse. We wanted to stand out from the crowd and do something different.
While it may not appeal to everyone, we believe that it captures the essence of ClickHouse and its unique offerings. Our intention was to create a brand that sparks curiosity, provokes conversation, and stays etched in your memory.
To delve deeper into the rebrand process, I invite you to visit Gareth’s blog, where he provides valuable insights and behind-the-scenes details. Additionally, I encourage you to explore the end result of our rebrand by visiting clickhouse.com.
Thanks for reading!
