Deep was originally operating under its former name, CloudTree. We renamed the company as Deep Information Sciences, inspired by a series of conversations we had with the company's leadership team about the work they were doing, inventing the first completely new general purpose database in the last thirty years. The company's product naming is an extension of the company name: DeepDB. We have architected the Deep brand on every level, from brand strategy and core identity to creative theory, voice development, investor presentations, company naming, product naming, website, and product UI.
The logo was informed directly by elements of the science behind the company's product. The custom letterforms were created with pure geometric lines and circles—the 1s and 0s of binary information. As a cloud-friendly technology, DeepDB is infinitely scaleable—the two facing e's in the logo imply an infinity symbol. The technology also leverages the engineering concept of recursiveness—the second half of the logo (ep) is a self-similar repeat of the first half of the logo (de).
Our work was instrumental when Deep launched publicly, and continue to serve as strategic advisor on all aspects of marketing. Kurt Dobbins, Founder & CEO of Deep Information Sciences, has this to say about the logo: "I am thrilled with the Deep logo, which has become an iconic beacon for our company. Like our technology, it is both simple and complex, making it the perfect representation of what we do.”