While we liked some of the applications (the Publish and Web lettering will look familiar), we felt we needed a stand-alone mark for the many differing applications that are required of a logo today — whether that’s an app icon, social media profile icon or a tiny favicon.

Revisiting the modular idea lead us to the concept of a ‘plug’ which symbolises the interconnectivity in the DADI stack — you can connect them to each other or to your existing technology to ‘power’ a better web. You can see some of the development below.

Concepts for ‘The D’.

During this exploration we stumbled upon this rotated power switch icon which fit nicely (pun intended) — it’s a simple idea but hardly new. Adding the extra block it maintained the simplicity of the idea but now we could see clouds, speed, code and a gentle nod to recursion.

Refinements to the mark and testing the addition of type.

All that was left was some more refinements — tweaking the typeface, softening the corners, adjusting the thickness to resize more easily and finally adding some colour.

Rather than using a single block of colour we wanted to decided to use a background texture to add some depth. Delaunay triangles felt like a subtle twist to the more rigid equilateral triangles we used to start with and then DADI engineer, Magnus Dahlstrand, built a cool svg tool which generated dynamic patterns on the fly.

The DADI Pattern Generator, an electron app.

The most notable use of this pattern is on the business cards, where each individual is free to choose their pattern and colour scheme.