Rebranding: A data-driven identity

An icon of our industry

When Bunker DB was founded in 2014, our focus on data quickly positioned us among hundreds of clients as a reliable, agile, and useful database (DB). That’s why, when it came time to think about our new visual identity, the first thing we considered was how to reinforce who we are. “A picture is worth a thousand words,” as the saying goes. And we found the answer...

That’s why we decided to turn part of our name into our logo. We used a database icon, a universal symbol recognized across the industry, and brought it into our visual world. Through shapes and colors, we translated the icon into our new design language: bolder, more contemporary, and more innovative. And like any good logo made for a constantly evolving digital industry, we made it responsive—adaptable to any interaction. The result is an element that conveys solidity and impact and stands out on its own. All the work behind this rebranding is captured in our new brandbook, available for download.

New color palette

Starting from our signature green, we created a more vibrant palette designed to shine in digital environments. These colors span nearly the entire color spectrum, allowing us to clearly communicate and differentiate each of our products. In this system, green represents marketing analytics solutions, while violet represents data science solutions. We also incorporated a gradient style that visually expresses AI-related components—more specifically, our Advanced Data Analysis (ADA) solution.

New typography: combining serif and sans serif

We kept our signature geometric sans-serif typeface, and introduced a serif typeface as a secondary style. Poppins and Playfair Display complement each other primarily because of their contrast, which creates a visually harmonious pairing. Using a serif like Playfair Display alongside a sans-serif like Poppins helps clearly separate different parts of content, improving visual hierarchy and design structure.

Graphic assets

We developed a set of graphic assets that build our brand identity. Their use not only reinforces visual consistency across communications, but also effectively communicates the brand’s values and personality to our audience. Among these, morphology plays a crucial role—geometric shapes and their variations have a direct impact on how the brand is perceived and recognized. We now have four shape styles that accompany all of our communications:

• Rounded geometric shapes. They create a fresh and dynamic image. Their soft corners allow for more approachable compositions and user experiences.
• Composite shapes. Ideal for creating backgrounds and framing space.
• Ovoid shapes. These help define contours and add visual weight to layouts.
• Sharp shapes. They form stronger, more striking figures. When used alongside rounded geometric shapes, they create powerful contrasts.

Textures

We added two textures to convey modernity and movement:
The glass effect, which brings a sense of transparency and sophistication to our visual identity; and the blur effect, which creates a more organic and adaptive aesthetic, reinforcing our brand as innovative and constantly evolving.

Animation

Animation allows every element of the rebranding to serve a clear purpose, moving together to tell a cohesive story through dynamic transitions. This lets us guide the audience through a visual journey that reflects our brand’s refreshed essence. The freshness and dynamism of animation are key to delivering a memorable experience aligned with our values. Animating our visual elements not only modernizes our brand presence—it strengthens the message of innovation and adaptability we want to project.

Platform

We left behind device-specific mockups anchored in a particular era. Showing platforms on laptops, iPads, or phones—regardless of which device—ties us to hardware that eventually rises and fades. So instead, we adopted a glass-effect container that adapts to multiple formats and dimensions, adding both sophistication and simplicity. This approach helps convey a more professional perception of our solutions.

Photography style

The images and photos we use evoke the natural, everyday spontaneity of real life. We avoid the overly staged and artificial stock photos commonly seen in corporate communication. We prefer natural colors and lighting that highlights the beauty of the ordinary. This photography style reinforces our brand identity—making us feel approachable, honest, and relevant to marketing teams in their day-to-day work.

Tone of voice

This rebranding consolidates a communication style shift we've been working on since 2023: a more holistic, less product-centric approach rooted in a simple idea:
“Make the complex simple.”

That’s the heart of everything we do as a company—helping users turn messy data into meaningful insights.

A note from the creators

“We’re really proud of this rebranding and everything it represents for us.
Outwardly, we’ve achieved a brand that’s recognizable, with a versatile and scalable product and service logo system. Internally, this process was a big challenge because we did it entirely in-house, with limited time, people, and resources.

That’s why we wanted to share a behind-the-scenes look at how this process came together—along with the brandbook, which you can download.

We’re looking better than ever—come and discover the new Bunker.
Step right in!”
— Caro, Braian, and Bar, from the Marketeam