ObEN rebrand

Overview

The current ObEN logo was designed to evoke the look and feel of an “open” neon sign—commonly seen glowing in storefront windows. The concept plays visually on the idea of an inverted lowercase “p” to suggest openness, while reinforcing the brand name itself.

Set in red neon typography with a blue outer glow, the logo sits against a dark background to enhance its illumination effect. The aesthetic aims to convey accessibility, visibility, and a sense of always being “on.” While visually memorable, the treatment aligns heavily with traditional neon signage, which may limit its flexibility in more modern or digital-first contexts.

Logo analysis & Breakdown

While the neon sign concept is visually memorable, applying a literal neon light effect to a logo presents significant limitations—especially when considering the wide range of mediums it must live on. From mobile screens to business cards to digital avatars, clarity and versatility must remain the top priorities in logo design.

To preserve the approachable, illuminated feel without relying on stylized glow effects, we began by revisiting the typographic foundation of the logo. The goal was to find a rounded, sans-serif typeface that evokes the same sense of friendliness and openness, while maintaining legibility at small sizes and adaptability across all platforms.

Through rigorous testing of current, trend-conscious typefaces within the design and tech space, we explored alternatives that retain the essence of the original neon concept—but in a cleaner, more contemporary form. This process allows the logo to stay true to its core idea while evolving it into a modern, scalable identity that can thrive across both digital and physical touchpoints.

Font exploration

Neon light font studies

To better understand the visual DNA of real neon signage, we conducted a type study using fonts commonly found in authentic neon light applications. These fonts were selected based on their legibility, rounded geometry, and structural simplicity—qualities that translate well to illuminated forms.

We then swapped in ObEN’s original letterforms across each font to observe how the brand name could adapt within traditional neon typographic styles. The goal was to evaluate how each typeface influenced the brand’s tone—whether it leaned more retro, futuristic, playful, or refined—and how it might inform a more versatile version of the logo moving forward.

This exercise allowed us to deconstruct the neon effect into its essential components—stroke width, curve consistency, letter spacing—without relying on glow or lighting treatments. By focusing on the core typographic structure, we laid the groundwork for a logo system that captures the spirit of neon while maintaining the functionality of a modern brand identity.

A Digital/Circuits Direction

A fun but not really a sustainable look. It can be used in the right ads but will have some issues when it comes to readability on some platforms.

minimal changes for rebrand

In today’s fast-moving, multi-platform landscape, a successful brand must strike the balance between recognizability and adaptability. For ObEN, the goal wasn’t to reinvent the identity from the ground up, but to implement strategic, minimal refinements that enhance versatility and elevate perception—without losing the essence of the original design.

At a time when the company is growing rapidly and expanding its reach, this is the ideal moment for ObEN to solidify its visual presence. The updates shown here are not sweeping redesigns, but thoughtful evolutions that strengthen the brand’s core attributes across both physical and digital environments.

Each revision was made with scalability in mind—from large-format applications like event signage and environmental graphics to compact digital uses such as mobile UI, social media avatars, and app icons. These subtle but meaningful updates ensure the brand can remain cohesive, modern, and instantly recognizable wherever it appears.

In a marketplace where flexibility is key and impressions are made in milliseconds, these refinements future-proof ObEN’s identity while honoring its foundational spirit.

logo issues

Throughout a year of active design work for ObEN, it became increasingly clear that the logo—while bold and attention-grabbing—faced challenges in practical application. The existing mark performed well at both large and small scales, and the vibrant colors helped the brand stand out. However, its performance across varying backgrounds proved problematic.

Even on the most basic canvases—solid black or white—the logo often struggled to maintain visual clarity and cohesion. This lack of adaptability created ongoing obstacles in brand consistency, especially across digital assets, presentation materials, and marketing collateral.

These limitations signaled a need for refinement. Not a full redesign, but a strategic tweak—small, purposeful changes that preserve the spirit of the original logo while improving its versatility across all brand environments. These refinements would ground the logo in a more functional, flexible system—ensuring that ObEN’s visual identity is as strong in use as it is in concept.

Proposal for Logo update

ObEN is the same company today as it was on day one—driven, ambitious, and always on. The logo, inspired by the classic neon "OPEN" sign, has long symbolized that ethos: a brand that welcomes all, stays lit late into the night, and never stops working for its users.

That original concept still holds meaning—and it’s worth honoring. But now, as the company continues to grow and its presence shifts deeper into digital-first spaces, the identity must evolve accordingly.

This proposal respects the spirit of the original logo while introducing subtle refinements that bring it into alignment with the demands of today’s platforms:

• A cleaner, more versatile mark for both light and dark environments

• Streamlined shapes and spacing for improved readability at small sizes

• Digital-friendly color treatments that preserve vibrancy without sacrificing contrast

• Scalable formats for everything from app icons to immersive environments

This update is not a reinvention. It’s a modern evolution—one that allows ObEN’s logo to remain a beacon of openness, innovation, and nonstop dedication, now with the clarity and flexibility required in the digital age.

The Logo Explained

The updated ObEN logo takes a bold conceptual step by embracing the true meaning behind its name—a direct visual reference to the word OPEN. When flipped, the mark now clearly reads as “OPEN,” reinforcing the original neon sign inspiration while adding a layer of clever simplicity.

To achieve this transformation, we rotated the original “N” upside-down. This small but intentional modification breaks from convention, signaling that ObEN is not just another tech brand boxed in by tradition. The open corner of the bounding box—subtly designed to accommodate the ascender—adds a sense of expansion and invitation, rather than confinement.

• The floating “p”/“b” element remains as a visual anchor, maintaining continuity from the original identity.

• Bolder line weights improve visibility and give the logo a confident, more digital-native presence.

• Improved spacing ensures that the logo maintains clarity at small sizes, from mobile devices to favicon applications.

To further reinforce the brand’s message, the phrase “YES, WE ARE OPEN” can be used as a companion tagline. This not only nods to the visual inspiration behind the logo but also brings personality and warmth to the brand voice. It reflects accessibility, inclusivity, and constant availability—for the users, for the team, and for innovation that never switches off.

This logo isn’t just a mark. It’s a statement of values—a beacon of openness in every sense of the word.

Conclusion

For a company like ObEN—operating at the intersection of AI, technology, and human connection, with multiple initiatives under its umbrella—a formidable, future-ready logo is essential. The updated identity embraces that need: it is versatile, scalable, and deeply symbolic, designed to endure the ever-evolving demands of the digital age.

With its clever visual duality and the warmth of the accompanying tagline, the logo positions ObEN as open, inclusive, and forward-thinking. It not only communicates the brand’s accessibility and always-on presence but also sets a tone of optimism and innovation.

Designed with flexibility in mind, the logo adapts seamlessly across platforms—from print to mobile, signage to software. Its bold structure allows for creative exploration, such as digital gradient treatments, light-responsive color systems, or motion-based activations—ensuring it remains dynamic in both static and animated environments.

As ObEN continues to grow and expand its reach, this identity serves as a stable yet expressive foundation—a mark that not only reflects where the company is today but confidently leads it into tomorrow.