Country Base: USA
Industry/Sector/Keywords: Technology, Database, Professional Services, Digital Media
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

Deep, formerly known as CloudTree, transformed from a social-mobile-local app into a database upstart looking to challenge 30-year-old technical assumptions and the biggest names in high-tech.


On the verge of launching as an entirely new company, Deep was in need of a brand identity that captured both the essence of its complex technology and the profundity of the industry change that technology could influence. As the upstart positioning to challenge the biggest names in high-tech, Deep need to punch far above its weight.


A key element of the rebrand, on which all other elements hinged, was a new name. Inspired by a series of conversations with the company’s leadership team, we renamed the company “Deep Information Sciences” to reflect their invention of the first completely new general purpose database in the last thirty years. The name is simple, it is massive, and it is compelling. The company’s product naming also became an extension of the company name: DeepDB.

We have architected the Deep brand on every level, from brand strategy and core identity to creative theory and voice development. The logo was informed directly by elements of the science behind the company’s product. The custom letter forms were created with pure geometric lines and circles—the 1s and 0s of binary information. As a cloud-friendly technology, DeepDB is infinitely scaleable—the two facing e’s in the logo imply an infinity symbol. The technology also leverages the engineering concept of recursiveness—the second half of the logo (ep) is a self-similar repeat of the first half of the logo (de)


Kurt Dobbins, Founder & former CEO of Deep Information Sciences, had this to say about the logo:

“I am thrilled with the Deep logo, which has become an iconic beacon for our company. Like our technology, it is both simple and complex, making it the perfect representation of what we do.”

This brand foundation was then expressed across a range of collateral materials that included investor presentations, product naming and identity, website, a library of custom iconography, stationery, environmental graphics, and online advertising.



Client: Deep –

Brand Strategists/Designers: Proper Villains Agency –