Oxide

Brand Identity, Digital Design, Typography

Brand identity for a computer company building servers as they should be.

The Oxide logo appears in bright green on black. It features a slashed zero in place of the letter ‘O’ and a multiplication symbol in place of the letter ‘X’, both of which together reference hexadecimal.

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The design team’s approach takes inspiration from TUI (Text-based user interfaces), CLI (Command line interfaces), and ASCII art, and has a subtle DIY gaming and retro computing vibe.

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Working with Grilli Type, the design team created an extended set of characters, which were incorporated into a custom cut of GT America Mono, allowing Oxide to use the font for both typography and to create realtime illustrations on the website.

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The ASCII-inspired visual language was also used by the design team to create a series of intricate grid-based patterns. These can be applied across many different applications, and also appear on Oxide’s hardware.

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Pentagram has designed an identity that perfectly encapsulates Oxide’s holistic and very human approach to providing ‘servers as they should be’.

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Adam Katz Sinding

Brand Identity, Digital Design, Campaigns, Typography

Visual identity for photographer Adam Katz Sinding encompassing new wordmarque, signet, typography suite, website and a launch campaign.

Oxide