Three directions for the Node logo

Each concept is shown the way people will meet Node: in a browser tab, on the website, inside the app, in an email and at the foot of a released report. Everything is in a single colour for now, in black or reversed. Colour and the brand typeface follow in the brand system, built around whichever logo you choose.

The audience

Asset managers and the financiers, lawyers and engineers around them. The logo has to look established and trustworthy to them.

The idea

A node is the point where people, data and processes connect. That was the first thing the mark had to say.

The test

Node mostly appears small. A concept has to stay clear at 16 pixels before it earns a place on a report cover.

The concepts

Pick a concept to see it in use

Side by side

How each concept holds up small

The symbol at the sizes it will actually be used: a browser tab, an app icon, the app sidebar and an avatar. Concept 2 has no symbol of its own, so it is shown as a badge.

Our recommendation

Concept 1: Connection point

It has a symbol that stands on its own and can become recognisable over time, which is what the brief asked for.
It says connection without diagrams or code, and it grows out of the ring Node already uses, so the idea carries straight into the product.
It holds up at every size we tested, from the browser tab to a report cover, in black and reversed.

We would lead with the upright version and keep the version on its side as an alternative. In revisions we would refine the letter spacing and make sure the O reads clearly as an O at every size.

What happens next

From choice to final files

Now

Choose a direction, or tell us what you would like combined. One set of feedback within two working days.

Revisions

Two rounds of revisions on the chosen concept.

6 November

Final logo files: full lockup, symbol, wordmark, favicon and app icon.

Then

The brand system: typeface and colour, built around the logo.