When they approached us to develop a new brand identity, they weren’t interested in the usual AI tropes—no gradients, neurons, or sci-fi symbols. They wanted a mark that felt unexpected in the space: something that looked more like a publishing imprint than a tech startup.

We explored dozens of concepts, grounding our work in the idea of the “strange loop”, a self-referential system that cycles back through itself, popularized by Douglas Hofstadter and visualized in M.C. Escher’s Relativity. The goal wasn’t to be literal, but to evoke a sense of recursive complexity and quiet intrigue. The final mark pairs a serif wordmark with a custom symbol inspired by that looping logic—a modern monogram with an old-world sensibility.

This project was part of a long-standing partnership supporting Strange Loop across brand, product, and marketing. We’ve designed web and mobile app interfaces, landing pages, and presentation systems, helping the team evolve as their vision and offerings grow.