07/14/2026
Every logo evolution passes through the same four stages, and we have the receipts from all of them.
Stage one is instinct. The mark is loud but there's no system behind it. Ours was a 3D letterform we rendered for video intros in 2016. Pure energy, zero architecture.
Stage two is discipline. Structure arrives. Hierarchy, a keyline, a first tagline. Our 2017 badge taught us that consistency, not creativity, is what makes a brand recognizable.
Stage three is alignment. The mark catches up to who the company is becoming. In 2018 we took a new name, simplified the geometry, and committed to a real palette. Most brands stop at this stage and never realize there's one more.
Stage four is unity. Every element resolves into a single idea. In our 2026 mark, the b and the i share one continuous stroke. That's the test we now use on every identity we build: when nothing can be removed, the mark is finished.
Swipe through the carousel to see each stage as a full construction sheet, measured and annotated.
Save this for your next rebrand.
