During the identity creation process, Aaron synthesized the feelings we described that we wanted associated with our logo. He said, “You’re reacting to a dying feeling, something that I—and others—are trying to keep alive.”
The dying feeling—the cultural zeitgeist—surrounding much of Draplin’s identity work is something we wanted to harness. […]
In searching for a mark, we specifically wanted to intone that we are building on a history, that we are creators of innovation, and that technical and scientific inventors are at work. That we are an organization built from the first human beings raised in a digital world, and that our interests as creators of that world have origins in our electronic upbringing.