Intelex Insight

Intelex Insight is an Estonian data analytics and business intelligence company based in Tallinn. Founded in 2012, it specializes in helping organizations turn operational data into actionable insights through analytics, reporting automation, machine learning, and Microsoft data platforms.

Intelex approached me with the goal of creating a new logo that would reflect their identity while maintaining a visual connection to their partner company, Trinidad Wiseman. The design process began by analyzing elements of Trinidad Wiseman’s existing brand, particularly its soft, rounded forms and DNA-inspired visual language, which served as the foundation for the new concept.

During the exploration phase, the letter “X” in Intelex stood out as the strongest and most distinctive element of the company name. I developed it into the primary lettermark and combined it with a DNA-inspired structure, creating a symbol that represented both innovation and insight while maintaining a subtle connection to the partner brand. This approach resulted in a modern, recognizable logo that could function effectively across both digital and print applications.

To ensure the client had a comprehensive view of the possibilities, I presented multiple logo concepts and color variations. After reviewing the options, the team expressed a strong preference for the purple color palette, which aligned well with the brand’s professional yet forward-thinking character. Following several refinement rounds, the client selected the second logo version, which successfully balanced visual distinctiveness, brand relevance, and long-term versatility.