The root of the system is guilloché, those elaborate emblems you see on currency, certificates, and other important documents. It’s an appropriate reference for several reasons:

• They have always been mechanically produced, an echo of the use of machine intelligence at the heart of Theta’s product.
• Being difficult to reproduce, they have historically conferred trust and authority on banknotes, certificates, and other important documents.
• They are mathematically derived and amenable to parametric modulation.

However, a pure guilloche would not be identifiable, and any one of them is not very distinguishable from the others.

Conveniently, the name of the company is an elliptical letter of the Greek alphabet: Θ. If we view a wire mesh torus from the right angle and then distort with a virtual lens, a crossbar emerges where the layers intersect, creating a Θ. This interplay between 2D and 3D also mirrors the 2D/3D relationship between buildings and blueprints.

This mark is rendered generatively, allowing for endlessly varied patterns that all remain recognizable as the same mark.

Generativity allows for scalability. The complexity of the line art reduces so that the mark remains legible at small sizes but interesting at large sizes.

A computational mark also allows for infinite complexity and instant rendering.

To maintain focus on seal, the logotype is set as display text. Our display typeface, Droulers, contains an enclosed “e” that suggests a Θ. Center aligning the name of the company gives it prominence.