FAY Branding For Harmonic Embraces Data As Dynamic

Website and Graphics Imbued With Motion

Harmonic is a software platform that indexes critical startup data — the data engine keeps 6M+ startups & 110M+ professional profiles fresh — with the aim of making information around the startup universe faster, more transparent and equitable. Harmonic engaged Brooklyn NY-based studio FAY to usher the platform into a new stage of growth and move it beyond the realm of venture capital. The design team helped reimagine Harmonic’s strategic positioning, messaging, visual identity, accompanying system and website. The result, reflecting the client’s constantly evolving updated data sets, is underpinned by a dynamic visual language that applies to motion graphics, sales collateral, campaign concepts, social media and more.



The new Harmonic symbol evokes an abstract letter ‘H’ with a trio of 3D bars of data representing the company’s three product differentiators. The sides touch, nodding to interconnected data sets while the  chopped-and-screwed data bars are meant to embody the places that startup data can take investors and executives — a stepping stone into new fields.



The core typeface, Beausite Classic is neo-grotesque with a geometric twist, a good fit for the startup sector. The motion incorporated throughout the website redesign and graphics are said to embody the product’s flexibility and depth.



The project team includes Aron Fay, Chi Hao Chang, and Will Ferguson. The client team is Max Ruderman, Stephanie Lee and Nate Shirley. FAY clients have included MIT, Yale, KAYAK and more.