Sales pipeline CRM and brand
Accord
A pipeline for the whole sales team. Every account, every stage, until both sides agree.
Overview
The CRM had a dense, well-built companies table with stages, owners, win probability and activity, but it was called Sales CRM. We named it after the moment a deal is won, drew a mark for two sides meeting and put both into the app.
- Year
- 2026
- Scope
- Naming, identity, app icons
- Platform
- Web app
- Type
- Geist and Geist Mono
Name
Accord
An accord is an agreement. Every row in a pipeline is working towards one, so the name points at the goal rather than the tool. It is short, easy to say on a call and reads well in a dark sidebar.
Mark
Two rings and the ground they share
One ring for each side of the deal, with the overlap filled in. At 32 pixels the rings get heavier so the overlap still reads in a browser tab.
Colour and type
Indigo on slate
The indigo the product already used, a lighter lilac that holds up on dark, and green kept for won deals. Stage tags sit on deep tinted grounds so a long table stays calm.
Product
In the app
The mark sits in the sidebar, the browser tab and the home screen icon, and the name replaces the placeholder everywhere it appeared.
Launch
Ready to share
The lockup on indigo and on slate, and a brand presentation with the pipeline, a won deal and the icon.
Next project
Tally →
Sales dashboard study, brand and website
