Our logo grew from the notion of creative company as collaborative entity, in which everyone, from the clients to the employees, has a part in building and defining the business. To that end, a generative logo was imagined — a mark subject to constant evolution, tailored for each individual that touches the company.

Through the logo creation process with each individual, unique and unexpected iterations of the company's logo are created and employees and clients are invited to feel, rightly, that the company is in part theirs, which invsts them in the design process, leading to a more familiar communication, and ultimately better work. Many societies come together to make up the public whole. At its heart, the Public Society brand identity, and the collection of marks that represent it, is about acknowledging the individuality and value of each — and of each's unique contribution to that whole.

As is so often the case, the concept behind the Public Society identity evolved over time. The idea of the collaborative, generative concept was not on the radar at the outset of the process and the large P mark with negative space "S" variations began simply as an exercise of trying different faces out for the "S" as one of many logo roughs. It was only after a few of them were put up on a wall next to each other that the thought emerged this treatment could fit the spirit of the company we were building and we recognized that customized logos would be an apt acknowledgement and representation of individual contribution.

The Public Society logo will be evolving for as long as the company exists. To date, reaction from client and employee alike has been more than what we were looking for, and their input through the identity process itself has evolved the way the company thinks of itself and it's relationship with clients and employees. So by developing a brand identity that was meant to evolve, the unexpected result was an identity that evolved us.