Our renewed focus had led us to see Sysomos in new light. We stripped the corporate cladding and started with the logo. We stared at it. Long and hard. Then longer and harder. Shred it one element at a time- the color, the shape - until our eyes started hurting, until we found its individualit‘y’. The extended descender of the ‘y’ in Sysomos. We had found our spark, before we could run with it we had to get rid of the speech bubble - conceptually relevant, but heinous in design sense. We knew we were designing a word-mark. We knew it was going to be fun.

Crafting each character, opening the counters, simplifying the strokes, we realized, the word-mark would not cut it on its own, we needed more. More fun perhaps. So we started making fun of the heinous speech bubble and then we remembered the inspiring ‘turn weak into strong’ words from the Dow-Jones identity model. It was more of a flash-forward than a flash-back. The speech bubble had spoken. We re-crafted the speech bubble converting it to a holding shape. The extended ‘y’ snapped just perfectly to align to its tail while effectively popping up the word mark. We wondered ‘y’ didn’t we think of this before? But then there it was. What fun!