askDANTE

askDANTE from Kiel is a cloud-based SaaS solution for digital time and HR management in small and medium-sized enterprises. More than 3,000 companies with 5 to 5,000 employees rely on it. Reliable, well-thought-out, close to everyday work. A lot of work had already been put into the brand: colors, approaches, a name, a dog. What was missing was consistent implementation that brings all these parts together into a cohesive whole.

As a result, the brand remained difficult to grasp. Its core message was hard to explain and it did not visually reflect the values that askDANTE stands for. Across various touchpoints, a common thread was missing—one that provides orientation and builds trust.

The challenge: How do you bring existing brand components together into a clear, consistent identity that looks like more than just software and makes the brand’s core concept of trust visible?

We gave the brand a clear shape. From the existing elements, we created a reduced, consistent visual language that gives askDANTE a clean and professional appearance without seeming experimental. Reliability became the guiding principle: a company that views time tracking as a trustworthy foundation in everyday work.

At the core was the decision for a final color and design system that connects all touchpoints and makes the brand recognizable. A special moment was the logo. Originally excluded from the project scope, askDANTE was closely attached to it and didn’t want to change anything about it. Through a collaborative process, we convinced them to bring the symbol closer to its inspiration: the real dog Dante. Thus, an abstract logo became an approachable brand face.

The result: a consistent visual identity that we have been maintaining and evolving ever since. Today, askDANTE presents itself clearly, reliably, and recognizably—as a brand you understand and trust.

Thanks to Andreas, who was responsible for the branding together with our team, as well as to the entire askDANTE team for their trust, their openness throughout the process, and the courage to reorganize the brand together. Especially for touching the logo once more and giving Dante a face that truly fits him.