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, the gap keeping it open and forward-leaning rather than enclosed. Navigation, not a seal. The turquoise was chosen as much for what it refused as for what it carried. Not the sector-standard green of leaves and forests, but a colour built to read as trust, clarity, and momentum, signalling a data company rather than an NGO. 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. Typography is the clearest example. The type evolved over time, from Montserrat in the early marketing years to Space Grotesk in the current campaigns, with Avenir as the steady companion for readability and Titillium serving the product where dense interfaces needed it.

• Montserrat with Avenir, early marketing: bold, confident, attention-first.
• Titillium, data-dense product interfaces: sharp and technical, highly readable at small sizes inside complex dashboards.
• Space Grotesk with 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 colour system works the same way, by role rather than decoration. Turquoise is the signature, the navigational through-line from logo to dashboard to annual report. Black carries authority, white carries clarity. A small, durable set, built once, that scales from a boardroom deck to a Times Square screen.