The identity was deeply inspired by the lattice organizational structure — a system built on connectivity, collaboration, and fluid movement across teams. Unlike rigid hierarchies, the lattice encourages horizontal growth, cross-functional dialogue, and shared accountability, making it the perfect foundation for our visual direction. At the core of the brandmark is the hashtag and speech bubble, both contemporary symbols of voice, connection, and community. The hashtag acts as a grid, echoing the lattice framework, while the speech bubble grounds it in conversation and exchange — the very essence of collaborative culture. Within the hashtag, we integrated a road-like pathway that conveys openness and horizontal flow. This design choice reinforces the idea that progress isn’t limited to upward steps alone — it can happen laterally, through peer-to-peer collaboration, mentorship, and cross-pollination of ideas.

Together, these elements form more than just a logo: they become a visual metaphor for an organization without walls, where ideas travel freely, voices are amplified, and growth takes multiple directions. The mark is structured yet dynamic — mirroring the balance of clarity and adaptability at the heart of the brand.