Saltcake, a company specializing in HCD (Human Centered Design) and UX (User eXperience), has revised its CI and renewed its website to further strengthen its identity and clarify communication with customers. Since its founding, Saltcake has grown over the past 15 years into a leading company in UX consulting and brand marketing. Setting 2019 as the first year of a new leap forward, the company completely overhauled its online and offline communication tools as part of this initiative.

The new CI maintains the previous style of mixing uppercase (English consonants) and lowercase (English vowels) letters, but removes serifs and reduces letter spacing to convey a simple yet substantial image. Additionally, the previously dispersed circular salt elements have been consolidated into a single core-like symbol, which is a distinctive feature.

Moreover, by placing the symbol asymmetrically between the L and T to resemble a person sitting at a desk, Saltcake further emphasizes its creative identity centered on Human Centered Design. The catchphrase has been set as: “We make brand new paradigm shift in HCD & CX/UX through innovation and creativity.” This reflects Saltcake’s commitment to leading a paradigm shift in HCD & CX/UX with a stronger and clearer new identity.

Meanwhile, starting this month, Saltcake plans to continue applying the new CI across all internal and external communications, and its website has been renewed responsively to ensure consistency.