Numerical Algorithms Group (NAG) is an Oxford-based leader of performance-driven numerical software and high performance computing (HPC). Their engineering capabilities are trusted by millions of advanced software applications, from big data to advanced modelling.
NAG were seeking a reworked identity as the first step of rebranding the company (founded in 1970) as it has evolved over the decades. They sought a dramatic change to mark an incisive and progressive reset of the company’s strategy that coincides with their 50th anniversary.
I led the concept creation of the new identity, reflecting on their legacy, benchmarking competitors as well as researching visual depictions of mathematics and HPC for inspiration. I wanted to reflect their progressive strategy with a memorable identity that conveyed their expertise whilst building intrigue in their growing target audience.
Numerical Algorithms Group has used a nondescript logotype over the years and didn’t have a recognizable mark, so I made a distinctive logo a priority. Built into the geometry of the wordmark is a polytope: an intrinsic shape in mathematical optimisation. By paying homage to NAG’s roots in mathematics, the word mark symbolically fuses the company with its expertise.
Depending on the context, the brand has four core colours, named after major mathematicians, that can be applied to different communication types such as services, software and HPC.
The streamlined new identity strikes the perfect balance, reflecting NAG’s mission to help customers drive performance, solve problems and deliver the best HPC service. It reflects precision and creates impact.