Technology & Intelligence

Donum

Brand identity for Donum, a business intelligence company: one mark, one accent colour and a disciplined palette.

Mark anatomy

A bird that sees clearly.

The scarlet macaw, reduced to a few confident shapes. Donum reads as intelligent before a single word is read.

01
The eye
A single solid point inside an open face: attention fixed on what is actually there.
02
The beak
Its outer edge is one exact arc, turned inward. Focus, with nothing pointing away from the subject.
03
The crest
Swept back in one stroke, it gives the bird pace without adding detail.
04
The tail
Its point sits on the baseline and aligns with the eye along a single diagonal, so the whole form reads in one line.

Construction

01
Silhouette
Head, wing and tail drawn as one continuous profile.
02
Negative space
The face and wing are cut from the body rather than drawn over it.
03
One colour
A single red, so the mark holds from favicon to full screen.

Meaning, part by part

Technology & Intelligence

Brand identity for Donum, a business intelligence company: one mark, one accent colour and a disciplined palette.

Mark anatomy

The scarlet macaw, reduced to a few confident shapes. Donum reads as intelligent before a single word is read.

01
The eye
A single solid point inside an open face: attention fixed on what is actually there.
02
The beak
Its outer edge is one exact arc, turned inward. Focus, with nothing pointing away from the subject.
03
The crest
Swept back in one stroke, it gives the bird pace without adding detail.
04
The tail
Its point sits on the baseline and aligns with the eye along a single diagonal, so the whole form reads in one line.

Construction

01
Silhouette
Head, wing and tail drawn as one continuous profile.
02
Negative space
The face and wing are cut from the body rather than drawn over it.
03
One colour
A single red, so the mark holds from favicon to full screen.

Meaning, part by part