As we launch this news site, we want to dive right in to one of the things we expect to do regularly: showcasing projects we’ve worked on, and explaining some of the process behind them.

When Aaron Shaddy first approached Oxide, I was still in school. The length of this project from initial meeting to completion proves that this was not your average identity project. Aaron started a consultancy that specializes in systems design, administration, and maintenance, while focusing on the protection of its clients’ digital assets. Aaron wanted help in not only creating a visual identity for his new company, but was also requesting help in finding the perfect name to represent what they do. Adding an additional challenge to any modern company naming is the search for an appropriate and available domain name.

Working with huge sketch pads, dictionaries, the thesaurus, and numerous translation tools, we began the naming process. Early on, the similarities between digital connections and underlying root systems stood out as a key concept. Paired with plum (defined as an excellent or desirable thing) the words created a unique and appropriate description. In retrospect, the name Plum Root feels like a natural and perfect fit. However, the process involved hundreds of brainstorm concepts from good to horrible, a few dozen refined ideas, a handful of top contenders, and finally the selection of the final name.

The development of the logo followed a relatively similar process. We’ll talk more in future posts about our design process, so I’ll spare you the details for the time being. But if you invest a little time in the logo, you should find the depth of meaning we try to build into every identity. There’s an intentional nod to the “roots” of networking cables and IT infrastructure, while the “plum” shape at the crown is symbolic of the simplicity of what clients experience “above the ground”. In addition, the shield shape of the logo is an allusion to the safety and security that Plum Root provides for their clients.