CompanyPajama Ltd
Lead DesignerKeshen Teo
ClientKeshen Teo
Prize(s)2nd Place in Print / Corporate Identity
Entry Description

JetBrains makes the software used for making
software. Their tools help developers be more creative
and efficient. JetBrains product brands, such as IntelliJ
IDEA, had massive loyal communities of users but the
company brand was almost invisible. This was limiting
their ability to upsell and access higher level decision

Because JetBrains’ people are also developers, we
thought about what developers share; imagining a
quasi-organic motivation: ‘the drive to develop’. This
plays on multiple meanings of the word develop - very
specifically writing code and building software, more
generally growing in complexity and power.

We used a minimal ‘terminal prompt’ window – a
square black ‘screen’ with a white horizontal cursor –
as a holding form for the logotype, or for the initials of
individual products. The dynamic multi-coloured paths
are like firing synapses in the brain. These paths are
also modified generically to deliver a visual product


Pajama Ltd ( is a London UK based brand consultancy with an international client portfolio. Established for over a decade in Shoreditch and the City of London, Pajama was founded by Keshen Teo (Creative Director) and Paul Vinogradoff (Managing Director) to be a strong team of original talents in brand strategy, creation, refresh and communication. The company has worked in Japan, Russia, the US, Germany, Norway, Sweden, Switzerland and the UK. Other territories where we have consulted multi-national clients include India, Thailand, Myanmar and Malaysia. Strategic, creative and communications work has been commissioned by companies as diverse as GE, Wacom, E.ON, MTS (Russian multinational mobile operator), Telenor (Norwegian multinational operator) and NTT DATA UK. Recent developments include new work in the fields of Health and Beauty products and the branding and design of a new concept in Chinese casual dining for London’s Soho.