The original logo for Netrocon was designed in 2002. The concept of digital design back in the early 2000s was much different than today. This lead to a style that has been labeled as Web 2.0. The original Netrocon logo had that same feel. The colors were muted. The shape was abstract and the font was futuristic and sharp. When we went to the drawing board for the rebrand, we started with the logo shape. With the new addition of the word "digital" to the name, we wanted the logo mark to represent both words. However, both words are fairly long, which made using a ligature challenging. Because of this, we decided to explore something that was simple and easy to recognize, familiar but different. We settled on a cube shape. Though not a revolutionary idea, it was recognizable. It gave a nod to their IT consulting past, while embracing the new, by carving the letters into the edges. We tried multiple variations of this approach, and landed on a shape that we felt was simple but different enough that it stood on its own.