Branding and naming for a tech news website

The goal of this branding project was to create a modern and relatable visual identity for a media platform delivering technology news.

The brand’s visual language highlights both the innovative side of technology and the everyday relationship people have with it.

For the logo, the client requested a combination of symbol + text. This allowed the symbol to work on its own, while also making the brand name easily recognizable.

Naming

When choosing a name for the brand, the main goal was to clearly express its field of activity while also sounding modern, innovative, and appealing to the local market. That’s how the name “Techneo” was created.

The name combines two words:

• “Tech” — stands for technology, information, innovation, and modernity.
• “Neo” — from Greek origin, meaning “new.”

The name is short, clear, and memorable. Its simple phonetic structure makes it easy to use in mobile and digital environments, while also being well-received by local audiences.

Color Palette

The Techneo brand is built around shades of red, black, and gray. The choice reflects its tech-oriented identity while creating a visual language familiar to local users.

• Red tones – The brand’s main color. In Azerbaijan, red is often linked to technology. It creates familiarity while symbolizing energy, dynamism, and movement.
• Black and gray shades – Provide contrast with red, ensuring visual balance. They also add a modern and professional look.

Typography

The main font chosen for the branding is DM Sans. With its modern and functional structure, it strengthens the brand’s tech-oriented identity. This highly readable sans-serif font works well across both web and mobile platforms.

The different weights of DM Sans allow for a clear visual hierarchy in text. It balances style and readability, especially in headings, numbers, and informational blocks. This font adds both simplicity and professionalism to Techneo, completing its modern visual identity.