“Design is so simple, that’s why it is so complicated.”

Our company, Density outgrew its original identity.

As designers it’s our job to identify that shift and push our teams to reconsider their most public symbol — the thing people recognize and remember; the mark we wear; the identity we proudly share.

Density’s initial technology involved WiFi. It was fitting then that this was our original mark.

There were two reasons we needed to revisit our identity.

Density’s core technology was no longer WiFi Our mark ought to illustrate our purpose, not just our technology

Density measures the movement of people in a city; more specifically, ingress and egress to popular places (entrances and exits).

Armed with enthusiasm and a more mature sense of self… we went down the rabbit hole. A finished mark is always nice to consider and discuss but I thought it would be cool to show you the painstaking process, as well.

Logo Exploration