The brand identity was inspired by a unity of technology and spirit, reflecting the whimsy and awe that can emerge from complex forms and systems. Rooted in duality, the branding is centered around the rationality and efficiency of computing, while simultaneously rejecting the homogeneity of functional spaces.
The name PRAXIS references the blending of theory and practice - the process by which a lession is applied and put into practice. The letter'x'roots it in a technologically-forward landscape, while it still feels fluid and balanced.
PRAXIS' brand promise is reflective of a macroscope - something that helps us see the aggregation of many small actions when put together. Drawing reference from binary elements and pixels, a system of symbols are introduced that further the idea of process and progress. In the same way that meditation is represented in a series of compounding actions, technology relies on code and building blocks to function and progress. Circular elements suggest security, as well as renewal, and when paired together create a system of aggregation in which PRAXIS emerges as a natural con-sequence.
The brandmark was created using this system of perfect circles and modular parts. This resulted in a 'spark' motif that embodies the natural processes of meditation, as well as reflecting the more technological approach of coding and innovation that is the driving force behind the audience.
The primary colour palette is centered around a vibrant electric blue to create a subdued presence that inforces trust and a collective identity, while a secondary palette of synthetic hues link to coding and emphasize the modular structures which appear throughout the identity. Gradient "auras" are an extension of the colour palette and provide a more subtle texture that nods to responsiveness and possibility.
Clean monospace typeface Basier Square Mono is paired with smooth and familiar Inter, creating contrast and balance between function and subtle human warmth, while moving between both functions. Inter is used for all body copy for legibility and as an open source typeface, representing a communal openness.