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That’s right, upside-down and backwards: Vertigo ID

“You should have been there when we presented this one,” says creative director Mike Lemme. The proposed new mark, taking off from the company’s name, is a type treatment of that name upside-down and/or backwards.

It’s not just a stunt. The meaning of the company’s name, of course, is the first thing that motivates this mark. But the audacity of the logo speaks loudly and clearly to the audacity of the company, which is known for solving the knottiest software development problems. There’s also the affinity of the company’s primary technical audience (not to mention its secondary audience, Vertigo’s internal staff) for visual conundrums, for a clever little challenge that demands the application of their own cleverness.

The branding work didn’t, of course, stop at the logo. It also encompassed a comprehensive brand book, graphic standards, a re-design of the website, a portfolio of graphic templates, and more.

The fun, puzzling nature of the mark and the obsessive precision of the system has energized the client’s organization and impressed customers and friends alike. It has earned D/C a gold statue in the San Francisco ADDYs and an entry into the national ADDYs. And, perhaps best of all, Vertigo has just closed books on their best year ever.

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