A visual identity for Rootcause

Combining artificial intelligence, data and experience, Rootcause is new not-for-profit consultancy helping forward thinking organisations win in digital info ecosystems. To create the visual identity I worked with its founder, Jonathan Tanner, to bring his passion—for going deep, ‘rooting around’ and getting to the bottom of things—to life. The wordmark draws on the root system in nature—that highly complex, not widely understood, network (much like networks Rootcause analyses and navigates in social media). Using the natural curves of Colophon Foundry’s Grenette, the two O’s of the word mark are tweaked to appear like a bird’s eye view of a tree trunk, its roots just beginning to stretch out before diving below ground. A single root-O also serves as the main icon.