Digital Performance

Digital Performance is a small business started by two brothers who sold digital timers, scales and other digital specific devices.  Their hopes are to open a retail store in the near future, but realized they needed a brand identity to help attract investors to help fund their endeavor.  They came to us seeking a logo design and ID package that would help them present a strong brand to these investors.  They expressed their interest in having a logo that was appealing to their prospects while also representing their personal sentiments with respect to the direction they wanted to take their business.  We could have easily chosen a boxy image or font as common associations of digital media tend to lean that way, but after seeing some of their products we discovered that digital products are far more advanced then one might think.  Their screens and displays can render a very crisp, clean image now.  So we thought their logo should reflect this, and not fall into a “retro” look.  We decided on using a bold “D” with a superimposed stenciled “P” in the negative space that still allowed for clear understanding of both letters.  The vertical lines tailing off to the left render a slightly more modern interpretation of a digital focus and adds a sense of motion to bolster the “Performance” aspect of their name. Below are examples of their letterhead, envelopes and business cards.  Additional information is added at times depending on their application.