Tech Social
Defined a brand idea that unites community and technology
Created a visual identity shaped by innovation
Established a tone of voice rooted in energy and growth
Context
Tech Social was created out of a simple truth: many communities in tech don’t feel built for us. They’re either too closed-off, too generic, or don’t reflect the cultures, voices, and energy we carry. We wanted to change that.
So we built a community that’s inclusive, vibrant, and unapologetically centred on culture. A place where people don’t have to “fit in” to belong, they just do.
Challenge
The challenge was clear: how do you create a tech brand that doesn’t look like every other one out there?
Most tech spaces lean on the same colours, the same cold tone, the same safe design. But we’re not here to be safe, we’re here to be real. The task was to build a brand identity that feels both bold and welcoming, rooted in culture but future-facing.
Brand Strategy
The strategy was simple: centre the community. Every design choice, from colours to type, had to reflect who Tech Social are and what they stand for.
I decided to move away from sterile “tech” tropes and toward a visual system that feels warm, strong, and expressive. One that balances discipline with rhythm, structure with energy.
At its core, the Tech Social brand says: You belong here. And together, we’re building what’s next.
Design Principle
Social Coherence
Since it’s all about community, Tech Social has great social skills. It knows when to shout and when to whisper. The design always balances confidence with nuance. Every choice is grounded and consistent, helping Tech Social speak with a clear, steady voice.
Clarity Over Complexity
Tech can get a little… noisy. That’s why we keep things simple, human, and easy to follow. No unnecessary jargon, no clutter. Just a design that feels natural, without ego.
Culture Is Core
Culture is the heartbeat of Tech Socials. It shows in everything about them. From colours to type, the design doesn’t whisper, it speaks up. It carries rhythm, flavour, and joy because that’s who they are, and we’re proud of it.
Build Trust Through Consistency
When people know what to expect, they can relax. That’s what trust feels like. Whether someone joins an event, reads a post, or sees Tech Social online, it should all feel unmistakably Tech Social.
Logo
The logo is one of the most important parts of Tech Social’s identity. It carries their colours and typography, tying everything together to create recognition across all touchpoints.
It lets them move between emotional and rational, structured and expressive, but always as one brand.
Logo Philosophy
The logo blends bold modular geometry with a structured, grid-like layout, symbolising both tech discipline and community coherence.
“TECH” is boxed, representing innovation, discipline, and breaking systems.
“SOCIAL” flows horizontally, representing openness, connection, and movement.
Together, it says: We’re structured, we’re human, and we’re building beyond the box.
Brand Expression
Tech Social’s typography is where its brand expression comes to life.
The primary typeface, Orbitron, carries a futuristic edge, clean, sharp, and bold enough to feel innovative. Paired with Poppins, which is approachable, geometric, and versatile, the typography strikes a balance between future-focused tech and human-centred design.
This duality is key: Orbitron gives us the forward-looking momentum, while Poppins makes sure we stay open, friendly, and accessible. Together, they create a rhythm that feels modern, confident, and unmistakably ours.
Colour
Colour is central to Tech Social’s identity, especially Tech Social Brown. Tech Social uses consistent colours to strengthen recognition and to say something deeper: diversity, harmony, and belonging.
Color Philosophy
The colours don’t just decorate, they communicate. They reflect who Tech Socials are: bold, inclusive, and unapologetically human.
The palette blends warmth with modernity to speak directly to the culture and cause. Together, these colours form a spectrum that balances roots with innovation, structure with creativity.
Every hue is intentional because at Tech Social, design isn’t just seen, it’s felt.
Primary Color
Tech Social Brown
Rooted and rich, this deep brown grounds the identity in heritage and strength. In a world of sterile blues and greys, brown reclaims space for culture and diversity. It’s a way of saying: you belong here, and your roots are part of the future.
Secondary Colors
Japanese Indigo: A soulful navy that signals trust and technical excellence without feeling cold.
White: A universal base that gives clarity, contrast, and openness. It represents transparency and equity.
Tertiary Colors
Desert Sand: A soft beige that adds warmth and friendliness.
Antique White: A neutral, calming base that creates a safe, welcoming canvas.
Rackley: A cool tone that symbolises curiosity, trust, and forward momentum.
Brand Expression
The solution was to create a brand identity that feels different from the typical tech playbook. It’s built to be both structured and expressive, futuristic yet rooted in culture.
Every choice, from the deep grounding of Tech Social Brown to the futuristic sharpness of Orbitron, is intentional. The identity is bold but human, modern but approachable.
It’s not just a brand. It’s a signal: Tech Social is here, and it looks like no one else.