QueueMetrics — Brand Identity System

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2023

About

QueueMetrics is an enterprise call center management, monitoring, and reporting platform designed for Asterisk-based PBX systems.

Developed by Switzerland-based Loway, it powers daily operations for thousands of call center agents and supervisors globally, offered both on-premises and via Cloud.

Role: Lead Brand Designer & UI/UX Designer
Client: Loway Switzerland
Product: QueueMetrics (Enterprise Call Center Suite)
Date: 2023

The Challenge

As QueueMetrics evolved into a modern cloud and on-premises software platform, its visual identity remained rooted in its legacy era. The redesign needed to modernize the entire digital ecosystem without disrupting its established market presence.

Continuity & Trust

Balancing a 20-year legacy with a fresh identity, ensuring long-time users immediately recognize the product they trust.

Multi-Product Ecosystem

Establishing a unified design blueprint that scales seamlessly across Loway’s broader software suite while respecting individual product identities.

Authority & Simplicity

Crafting a grounded, trustworthy identity for high-stakes enterprise telemetry—avoiding flashy trends in favor of timeless clarity.

The Goal

Establish a modern, instantly recognizable visual identity that reflects QueueMetrics’ speed, precision, and enterprise reliability.

Creating a scalable design foundation across the web application, marketing channels, and the complex SaaS interface.

Orange telephone handset with coiled cord

The Concept Behind the Mark

Measuring What Matters

The logo mark combines the letter “Q” (for Queue) with a minimalist representation of a measuring tape, symbolizing precision, metrics, and tracking accuracy.
By fusing these two elements into a single geometric teardrop silhouette, the symbol represents both data streams flowing into a queue and the exact measurement tools that supervisors rely on daily.

Key Brand Pillars

Precision & Data

Representing 200+ metrics and real-time call telemetry.

Connectivity

Bridging PBX telephony infrastructure, agents, and supervisors.

Flow & Efficiency

Queue management, fluid calls, and detailed reports.

Logo Breakdown & Anatomy

A versatile, systematic visual identity designed for modern digital applications. The system adapts seamlessly across desktop interfaces, mobile platforms, and high-density monitoring environments while maintaining high contrast and brand clarity at every scale.

Standalone Logomark

#FF640A #FF8632 #222831

App icon

Used for app icons and smaller viewports headers.

120px

80px

64px

48px

Brand Color System

PrimaryBrand focal point, accents & core identity

Primary Color#FF4A00

#FF640A

#FF8632

#FFB26D

#FFD2A5

#FFEBD3

#FFF6EC

SecondaryLogotype, typography & structural elements

#222831

#393E46

#5C6D7E

#A4B1BC

NeutralsBackgrounds, borders & surfaces

#C1CAD1

#E3E8EA

#EEEEEE

Illustration System & Brand Assets

Because QueueMetrics deals with complex data concepts (SLA tracking, WebRTC softphones, agent queues, QA forms), we developed a custom illustration library. This visual language humanizes complex technical features across landing pages, empty states, and onboarding screens.

QueueMetrics release illustration — agent at a laptop

Feature illustrations for the QueueMetrics website

Tutorial illustration — celebrating agent

Flat-lay collage with an orange rotary phone, coffee, and stationery

From insight to impact.

Unified Ecosystem

Created a cohesive design language across the public site, cloud app, and desktop wallboards.

Modernized Brand Value

Transformed the market perception of QueueMetrics from legacy PBX utility software to a premium modern cloud solution.

Loved by users

Brought genuine joy to daily operators, earning overwhelmingly positive feedback from clients and agents who praised the software for being intuitive, user-friendly, and a pleasure to work with every day.