How PONDER challenged bland BI branding with Tandem’s seven-pixel logo

Most Business Intelligence companies have mastered the art of making data exciting – then promptly forgotten to apply that same innovation to how they present themselves. Walk through any BI conference or browse company websites, and you’ll encounter a sea of safe blues, generic sans serifs and stock photography that could’ve been plucked from any enterprise software catalogue. Tandem wasn’t having any of it. The Copenhagen-founded BI consultancy knew their approach was different – combining technical mastery with genuine commercial insight, creating solutions people actually want to use rather than endure. As a new company entering a sea of indistinguishable competitors, they needed a brand that could immediately signal that difference. When they approached PONDER, the brief was refreshingly direct: break away from the bland conventions dominating their sector and create something as bold and accessible as their work. “The brief was clear from the start: break away from the generic, uninspired branding that dominates the sector – and capture Tandem’s mission to create BI solutions that are much more approachable and tangible than the market standard,” explains Thomas Bræstrup, Senior Designer & Partner at PONDER. The Copenhagen and New York-based agency didn’t just take Tandem’s word for it, though. They dug into the visual landscape of BI companies, cataloguing the predictable patterns – the same colour palettes, the interchangeable logos, the stock imagery that suggested technology without actually showing it.