Proekspert – Binary Perfect

Identity, stationery materials, interior graphics etc

Proekspert, est 1995, is a 150-strong Estonian software development company (think industrial automation, financial systems and modern web-based technologies). They do really great stuff.

Proekspert was the first to implement chip-card technology in Europe. When you have a beer anywhere in the world, there's a 30% chance it was brewed in coolers that use Proekspert's code. When you drive your cabrio through the tunnels in Monaco, the ventilators are controlled by Proekspert's bits and bytes. When you pay by card, chances the transaction is possible thanks to them. And when you make a call with your cellphone – well, that, too, could happen with Proekspert's help.

Proekspert literally connects the analog world with the digital. Their DNA is digital. They're binary perfect.

In 2015 their new identity, designed by Fraktal, was launched. The new identity is youthful and vibrant, clean and modern – just like the company itself.  The identity is thoughtfully uncorporate (hey, they are a small and horizontal company) and their tone of language human and friendly. This is who they are. When you go to Proekspert you meet the guys who do the work, not the representatives of their representatives.

A very clean wordmark with no hard-coded symbol serves as Proekspert's logo.


The wordmark is coupled with four graphic waveforms – sine, square, triangle and sawtooth – that represent electric signals. These are the essential electric signals that make every electronic device work and every form of wired or wireless communication happen, the analog conversion of every 1 and 0 put to practical use.


The waveforms can be used on any graphic material. On business cards, on envelopes, on walls in the office, on posters. They can be animated. Or they can be totally absent, like on advertisements. Proekspert's identity has four main colours, although blue tends to be the main main colour.


We also paid a lot of attention to Pro's photographic style. Here you can see how it goes hand-in-hand with their typographic style. These happen to be covers of Proekspert's case studies (but they could as well be print ads).




For layout and composition in cases where more text is used (and whenever else necessary), a simple grid is constructed. It's rhythm is based on the binary sequence "1010":


Iconograpic style (eg for interior design):


T-shirts make use of the simple graphic waveforms, too. The logo is deliberately absent.


Interior graphics:



Computer stickers: