Deep |
Branding

Naming & Identity Program

Challenge:
Create a strong and clear brand to help a computer science startup fight above its weight in an insular and academic industry that accepts change at a glacial pace.
Solution:
We designed the logotype for the new name with custom-lettered shapes taken directly from the 1’s and 0’s of binary code, and included recursive shapes that are inspired by the company’s core database architecture. The logo is paired with the typeface Bryant from Process Type Foundry, and rendered in vibrant deep purple.