|Relying on a font exclusively for identity is problematic. It does not retain identity when scaled very small. By introducing a container, we create two elements of identity: shape and content.|
|The rectangle is a poor identifier. It is everywhere. It is boring. We must bring life to our creation.|
A parallelogram is alive. It implies motion and drive. It is going, while a square merely sits.
|There is one last step: aligning the word with the image; constructing a link. By italicizing the letters, they merge with the overall construct. The content and image become one; the logo and the name, inseparable.|
|The text is moved up to make room for secondary branding, such as the company descriptor.|
|The logo can be reduced in size and retain identifiability. On-screen legibility is retained down to eight pixels in height.|
|The identity can be reduced to a single, tilted letter inside a rhombus.|
This image can be used as a bold, identifiable favicon for the internet.
|The container shape can be stretched to fit applications while maintaining identity.|
The image is bold and thus flexible, readying it for any print or display requirement.
|Subtle brand application builds identification with the symbol and client/company interactions.|