The original did what it needed to.

The 2017 mark was a translucent 3D form — overlapping planes, soft edges, layered in greyscale. For a studio that was pitching connected design thinking across web, brand, and product, it worked. The depth felt intentional.

By 2025 we could feel it aging. Not broken — just quiet in the wrong way. The softness that read as considered started to read as unresolved. The work had sharpened. The logo hadn't.

The clients changed first.

The studios we admire and the clients we do our best work with aren't building lifestyle apps. They're building security infrastructure, AI systems, robotics interfaces, health tools — products where every design decision carries real consequence.

We're Webflow and Framer partners. We sit alongside tools with precise, confident visual languages. Our mark needed to belong in that company without us having to explain it.

What we kept. What we changed.

We kept 3D. It still makes sense for what we do — depth, layers, the idea that design systems touch everything: product, marketing, brand, sales. One connected thing.

But we pushed it toward precision. The new form is built from clean geometric line-work — resolved, three-dimensional, structured. Inside it sits a subtle, abstract E — readable as Ettrics on second look, but a mark first. The geometry also gives us a visual language that can extend: into patterns, dividers, and graphic texture across any touchpoint without losing its thread.

The small stuff is the real test.

Does it hold at 16px? Does it sit next to a partner's logo without apologizing? Does it work on a dark product UI and a white pitch deck?

The new mark does. White on black is its native state. It scales down cleanly. It's not trying to win a room — it's built to belong in one.

Same studio. Sharper front door.

The original mark got us here and we mean that. This one is built for the work we want to do more of — and the clients who are doing the most interesting things right now.