Oracle Corporation is a global enterprise that develops and markets software applications and services for business that address all aspects of corporate information technology environments. The company is best known for its Cloud, license, hardware, and services business segments.

Oracle’s product and services brand identities had exponentially grown in its 44 year history of technology innovations and acquisitions. However the identities’ expression was done in a non-concerted method resulting in conflicting visual-noise and confusions on both Oracle’s external audiences and internal teams.

We were engaged by Oracle to conduct a brand expression and visual strategy refresh. The goal is to streamline Oracle’s image and provide a cohesively impactful Oracle house identity-one that is easy to implement across all internal organizations and external marketing.

After collaboratively decided on what aspects of Oracle’s brand to be improved upon, we spent several months conducted a full identity audit, developed rollout strategy, built a brand architecture, plotted a visual expression map, and fine-tuned the design guidelines. The identity refresh kit was then turned over to Oracle’s marketing and business teams to execute.

Oracle’s brand portfolio refresh made the expression highly consistent and strengthen its mother brand. Oracle has utilized the standarized identities till today.