Theta Analytics is a startup creating a platform that uses software to aid in the architecture and construction process. Their debut product, the Theta Viewer, digitizes the print blueprints (often over a hundred pages long) that architects and contractors rely on. After receiving their series A funding, we were asked to create a graphic idenitity that would launch as the company began to make deals with their first clients.
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.
Display text and the name of the company are set in Droulers. Monospace typefaces are evocative of code—evoking the client’s identity as a technology company—as well as masonry. In particular, Droulers’s paradoxically blunt and fussy presentation is reminiscent of both machinery and a tradition of craftsmanship. Body text and captions are set in Courier New, while user interface controls and metadata are set in Founders Grotesk Light.
Theta’s primary colors are black and white, with accents of bright green, yellow, and orange inspired by hi-vis colors used at construction sites. These bright accents are mostly used to indicate interactivity in digital contexts.