CompanyPajama Ltd
ClientKeshen Teo
DesignerPajama Ltd
Prize2nd Place in Print / Corporate Identity
Entry Description

JetBrains makes the software used for making software. Their tools help developers be more creative and efficient. JetBrains product brands, such as IntelliJ IDEA, had massive loyal communities of users but the company brand was almost invisible. This was limiting their ability to upsell and access higher level decision makers. Because JetBrains’ people are also developers, we thought about what developers share; imagining a quasi-organic motivation: ‘the drive to develop’. This plays on multiple meanings of the word develop - very specifically writing code and building software, more generally growing in complexity and power. We used a minimal ‘terminal prompt’ window – a square black ‘screen’ with a white horizontal cursor – as a holding form for the logotype, or for the initials of individual products. The dynamic multi-coloured paths are like firing synapses in the brain. These paths are also modified generically to deliver a visual product architecture.

About Designer

Pajama Ltd ( is a London UK based brand consultancy with an international client portfolio. Established for over a decade in Shoreditch and the City of London, Pajama was founded by Keshen Teo (Creative Director) and Paul Vinogradoff (Managing Director) to be a strong team of original talents in brand strategy, creation, refresh and communication. The company has worked in Japan, Russia, the US, Germany, Norway, Sweden, Switzerland and the UK. Other territories where we have consulted multi-national clients include India, Thailand, Myanmar and Malaysia. Strategic, creative and communications work has been commissioned by companies as diverse as GE, Wacom, E.ON, MTS (Russian multinational mobile operator), Telenor (Norwegian multinational operator) and NTT DATA UK. Recent developments include new work in the fields of Health and Beauty products and the branding and design of a new concept in Chinese casual dining for London’s Soho.