Diagram visual identity

After 25 years of being in business, Diagram had grown. More people. More offerings. New leadership. Bigger and better projects all the time. Together, we workshopped a fresh brand strategy and new identity. We equipped our client with all the tools they’d need to take ownership of their (truly wonderful) story and step boldly into their bright future. Hello world. Meet Diagram.

We took a deeply collaborative and interactive approach to articulating the what, how and why behind the business. What set Diagram apart from the competition was their cheerful blend of playful authority and strategic risk-taking, their all-around approachable cool, tech savvy and of course, the good time family feeling.

Emotive, connective and scalable, the new logo references the spark of innovation —the moment where collaboration and process give way to brilliance. Intersecting lines show different ideas and perspectives coming together in a strong, unified whole.

A more straightforward read on the spark and logotype keeps the strong connection while building brand awareness.

With the identity finalized, we got to work helping Diagram launch their new brand. The Diagram identity system was designed to be not only flexible, but fun. Cards, notebooks, totes, an oh-so-cozy hoodie, campfire mugs, a step and repeat, even a custom beer can label done in collaboration with Solemn Oath (a Diagram client and neighbor!).

Karelia is used throughout.