CORE THEORY BRANDING

PROJECT INFO
Project Year
Project Type
Project Team
2019
Graphic Design
Core Theory
Core Theory is a software startup founded by Mark & Sara Thayer in 2019, designing and developing video games with philanthropic revenue sharing programs. The brand needed to communicate high-end technological prowess, as well as stability for its public-facing fundraising platforms.
The logo was designed to resemble a mechanical core, a symbol for the "well-oiled," machine-like efficiency and ease with which the company aims to operate. The coral red, nicknamed "Core Theory coral" between the founders, communicates power and authority—but, more importantly, it communicates resiliency. Going into this business venture, the founders knew that only resiliency would enable the success of its fundraising. The hue is a twist on Pantone's 2019 Color of the Year, Living Coral, which reflects the values of the company: integrity, creativity, and solidarity. 

Pantone describes Living Coral as follows: "Symbolizing our innate need for optimism and joyful pursuits, PANTONE 16-1546 Living Coral embodies our desire for playful expression."