LinkedIn: CultureMark Brand Identity

Brand Strategy

The Client

LinkedIn’s Employee Engagement team is tasked with nurturing LinkedIn’s internal culture through social and learning events.


Brand Guidelines, Visual Identity

The Opportunity

After our successful Hackday and CAMP branding engagements, LinkedIn’s Employee Experience team approached us with a fresh challenge. They were developing a new talent leadership event series to help companies enrich their cultures by sharing best practices from LinkedIn’s own culture development. This being a brand new endeavor, however, the team needed a brand identity to support it.

The Solution

For such an important event, we knew we needed to design a brand identity that was meaningful, impactful, and unique—and still meshed with LinkedIn’s larger brand identity. Also, knowing the identity would be applied for a variety of use-cases, we wanted it to be comprehensive yet flexible.

The Deliverables

  • Event name/tagline
  • Brand identity (logo, color palette, typography)
  • Brand style guide
  • Visual assets

The Execution

Our first challenge in creating the identity was actually naming the event and finding the right tagline. The LinkedIn team wanted something that was aspirational but also conveyed the nature of the event—an ambitious but achievable task.

After a deep discovery phase to understand the vision for the event, we embarked on many collaborative rounds of brainstorming and iteration between our teams. We started with a word-cloud of around a hundred name options, then narrowed it down through each iteration, presenting name options along with our background thinking. This gave the LinkedIn team the context and perspective needed to narrow it down to the final selection:

  • Name: CultureMark
  • Tagline: “Make yours.”

With this foundation, we started work on the visual identity. While we had a fair amount of creative freedom, we were challenged to maintain consistency with LinkedIn’s new visual identity. That meant everything from logo to typography needed to extend the existing design system. Ultimately, we were able to do this successfully, providing the team with easy-to-use brand guidelines and designed assets ready for promotion.

The Results

Through close listening and constant communication, we were able to create a visual identity that embodies the values and focus of the event series while still working well with LinkedIn’s existing brand guidelines. In addition, the digital asset system we provided proved to be a critical tool that enabled branded assets to be easily replicated in a variety of applications. This enabled the LinkedIn Employee Engagement team to create additional assets while maintaining a consistent look and feel across every channel.

From the Client