In 2025, we refined our wordmark, overall logo composition, voice, and more It was time for an update. Very slight, but important. One to reflect the company we’ve become: focused, confident, and even more forward-thinking.
The Update
The uncommon composition of our primary logo lockup symbolizes our unconventional spirit as it creates a subtle sense of forward motion across the page.
Name
What does it mean?
Our name embodies the interconnected duality of who we are, what we do, and how we do it.
Start small.
Think ambitious.
Do meticulous.
Lead with imagination.
Follow through with execution.
Logo
What does it symbolize?
Brightest Pixel
Every pixel is formed with three colour components — RGB (red, green, and blue) or HSI (hue, saturation, and intensity). When all three reach their maximum values, the pixel becomes white. The white pixel represents the aim for our brightest potential.
Boldest Dreams
The human eye sees the colour red at the end of the visible light spectrum. Red is associated with intense emotions such as love, passion, and ambition. This vibrant colour represents the fire of our boldest dreams.
Visual Style
How do we look?
Our palette is dominantly black and white, reflecting boldness and duality. PD Heat and PD Cool are our primes. As accents, PD Win+, PD Grow, and PD Light are used sparingly and never alone. The sizing below shows preferred colour ratios.
HEX: #000000
RGB: 0, 0, 0
HEX: #FFFFFF
RGB: 255, 255, 255
HEX: #D70000
RGB: 215, 0, 0
HEX: #00C3FF
RGB: 0, 195, 255
HEX: #1EE1CD
RGB: 30, 225, 205
HEX: #009632
RGB: 0, 150, 50
HEX: #FFD700
RGB: 255, 215, 0
Our visual style expresses who we are: young at heart and old in values. Our brand image is a playful mix of new and old, past and future, modern and classic.
Like our name, our style embodies the interconnected duality of our being. Old insights spark new ideas. Timeless wisdom guides timely decisions. Deeply rooted values support the branching out of ambitions.
Bold. Sexy. Crisp.
Vintage. Timeless. Artistry.
Dive deeper
Dive deeper into our brand, including learning about our Voice, Tone, and how we speak, check out our latest Field Manual.
For PDTers, see more in SEEK, our internal knowledge hub.
