The name Out of the Ether was born from a deep conversation between Jim and I during a drive back to Charlotte from a client meeting in Raleigh. When you’re stuck in a car for three hours conversations can go in a lot of different directions. But once we latched onto the core idea of how we solve complex branding problems, we couldn’t stop talking about it.
You can read the story behind our name here, but in a nutshell we define Out of the Ether as “the space just outside of the normal realm that most people live and work in.” It sounds a little [ahem] ethereal, sure, but it’s exactly how we do what we do. Our ability to access this space outside the lines helps us gain useful and unique insight to a client’s marketing and communications problems.
With such an aspirational name, I knew that our logo and brand identity needed to be equally cool. Because let’s face it, Out of the Ether is a pretty cool name for a digital agency.
I got to work on the visual representation of Ether during the last hour of the drive that day, and spent the next two weeks obsessing over it. Here’s what we eventually decided on:
As you can see, the mark is a continuous line that spins from a central location until it breaks out (beyond the normal realm) and into the ether in search of uncommon solutions. (Note: not just uncommon fluff. Uncommon solutions. Big difference.)
It’s like this–we know what we do well and no one is hiring us to create static advertising that looks and sounds like everything else out there. The work we do makes a difference because it’s coming from a slightly different perspective. Just enough of a perspective shift that it resonates with any given audience. Just differently. And isn’t getting the audience to think differently the point of advertising?
So that’s the story of our logo. Oh, and we’re also quite honored to have the Ether logo included in the 10th edition of Logo Lounge—a research and networking publication for graphic designers who create corporate identities. Pretty cool.Let us refresh your brand identity