Good design should not be interpreted, it should be understood

A few weeks after revealing the new logo we feel the need to share with you some background on the creative process that led us to how we wish our brand to resonate.

In the last post you could read why we decided to change our image, now let’s focus only on the outcome.

THE MEANING

The logo was supposed to illustrate and emphasise our tagline: THE ART OF USEFUL, which encompasses what we are best at – creating solutions that are both functional and beautifully designed.

This promise that we give to our clients is visualised in our logo, mainly in the symbol. Regular hexagon is a manifestation of symmetry, analytical approach and order – the useful part of what we do. We combined it with an ink drop that symbolises art – looking beyond IT, paying a lot attention to design. Finally a caret, as an umbrella above the two – character of exponentiation, making a point of helping our clients achieve more.

There’s more than that. The logo took inspiration from the reptile we chose to share name with - tuatara.

Tuatara’s skin, as most reptiles, is covered with scales that resemble a hexagon, it’s eye has a shape similar to a drop.

There is one more reference in the logo we will keep secret for now.

THE UNDERSTANDING

Some say good design should not be interpreted, it should be understood. As we strive to find best solutions for the digital natives, asking Google for interpretation of our symbol seems quite a good idea. So we did.

Google Search by Image gives it’s best guess by describing the symbol as innovation consultancy. Not only is this as unbiased as it may be, we also find it very accurate.

Finally, we should give credit to the creative agency that supported us in the process. But we actually don’t have to, as the whole process was done by Tuatara’s experts alone.