I was asked by Spacehero corporation to design an identity for their new venture 'Diametrix' – a property marketing firm with an emphasis on innovative technologies and analytics. It needed to be simple, engaging and to evoke an underlining keyphrase: Creative Strategy.
My approach was to analyse the name itself and look for opportunities in the typography. I didn't want this logo to rely heavily on imagery, rather by highlighting what was unique architecturally about this name I hoped to convey the central doctrine of the company, as minimally as possible.
The treatment of the "i dots" also represents points of data. The colour palate was chosen to reflect the qualities of the key-phrase and I also created a secondary branding element to indicate their dynamic interplay.
