Datamaran blends data and catamaran — agile navigation through vast volumes of information. The logo turns that idea into form: a D-shaped sail held inside a broken infographic circle, in a turquoise built to read as trust, clarity, and momentum.
The concept gave the brand a single organizing metaphor — navigating data — that every later decision could be measured against. The mark is registered with the US Patent and Trademark Office, carrying the ® officially.

A founding-stage identity has to survive contexts you can’t predict at launch. Datamaran’s has: from the Netherlands HQ facade to Guggenheim conference stages, Bloomberg TV, the London Stock Exchange, and Nasdaq’s Times Square screens — while staying instantly recognizable at every size and surface.

That durability is the point. The system was designed once, well, and hasn’t needed reinvention to keep up.

The brand book exists to keep the identity consistent everywhere it appears — and, more importantly, to let it do different jobs without losing itself. The clearest example is typography, which I evolved deliberately across four eras as the company’s needs changed:

• Montserrat + Avenir — early marketing: bold, confident, attention-first.
• Titillium — data-dense product interfaces: sharp and technical, but highly readable at small sizes inside complex dashboards.
• Space Grotesk + Avenir — current campaigns: distinctive and modern, with Avenir holding readability.

Each choice solved a specific problem: scannability for dashboards, impact for campaigns, neutrality for documents. The palette follows the same logic — turquoise as the signature, black for authority, white for clarity — a small, durable set that scales from a boardroom deck to a Times Square screen.