03/10/2026
A new era for the lab is upon us.
DDL has undergone some major changes behind the scenes and with that we’ve decided our branding, voice, advertising, and even our services should reflect that as well.
Our vibe now deploys a more unified theme that blends where we’ve been (from VCD to Wild Giant to DDL) with the things that provide us inspiration. Staying is the idea of creation, experimentation, building and learning. The identity is a tribute to our love of sci-fi stories (Frankenstein, Jurassic Park, Star Trek and Mobile Suit Gundam), the colorful cosmic heroes of our youth (MMPR, Voltron, Transformers, Zoids, Green Lantern, and the Guardians of The Galaxy) as well as the eras we’re inspired by (Mid-Century, Retro Futurism, and 80s Synth). We have a lot of “likes” and interests and we finally feel like our company’s visual voice properly honors those things.
The new icon is a single bolt (the spark of creation and ideas), anchored by the letters DDL, and flanked by 4 smaller D letterforms. The icon is paired with customized type inspired by the classic ITC Machine and Fort Foundry's (and Clark Orr) utilitarian Shuttleblock. Additional assets include an isolated DDL and a flask icon.
The colors have evolved from our legacy green to a more classic, primary based, palette; a nod to mid-century design, hero color theory, and our 90’s upbringing. Bright green stays in the palette and is joined by orange (for Oregon State, the Baltimore Orioles, and our Dutch last name) and pink (for Memphis 90’s and the King of Rock & Roll).
Yes, we have had many marks and icons during our 15 years of designing. That is part of the fun for us; being able to push the limits with our own visual story is a major part of who we are. We have kept 10 of our favorite “heritage” assets to continue to use in promotional and merchandise capacities.
Change brings opportunity and DDL is ready for the challenge. It’s time we do what Roddenberry asked of us all and “Boldly Go”.
🖖👨🔬🪐🧬🧪🛸🚀🦖🥼👽🤖
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