The primary identity of any company is its logo. Digital Notions Motion Graphics (A Content Developer for the 3D Animation and VFX Industry) is no different. This part explains the basics of the logo design. And the second part rationalizes the character design of DNMG’s symbol and mascot – Dinoboy Wisdom.

The logo of Digital Notions Motion Graphics (A Content Developer for the 3D Animation and VFX Industry) is designed using one of the most commonly used fonts – Futura Condenced. In typography, Futura is a geometric sans-serif typeface designed in 1927 by Paul Renner. Which became one of the most successful and most-used types of the 20th century.











The reason to use such a simple font was more than just simplicity or readability of the typeface. It was also the humble yet strong attitude of the font. Power with humility was the basic brief. “With great power comes great responsibility” could be a defining statement for the look of this logo.













The small ‘i’ in the logo represents the attention to details, no matter how small things might look or be, the impact they can create will always be larger than life.












Why Blue? Surveys in the US and Europe show that blue is the color most commonly associated with harmony, faithfulness, and confidence. In public opinion polls it is overwhelmingly the most popular color, chosen by almost half of both men and women as their favorite color. It is also commonly associated with the sky, the sea, ice, cold, and sometimes with sadness. However, the fundamental intention to use bleu as the primary color for the DNMG logo was its association with emotions.












Why Pastel? Pastels or pastel colors are the family of colors which, when described in the HSV color space, have high value and low to intermediate saturation.













The approach of design for the entire logo along with the mascot / symbol is old school i.e. a simplified graphic shape that can be used in positive or negative without any tonal change. Same like a rubberstamp in black or white.