My name is my name– Marlo Stanfield, HBO The Wire
When we started our journey at Qwilt we had a clear direction from early on – we wanted to bring closer together two entities that are distinctly apart – Service Providers and Content Providers like YouTube, Netflix, Amazon and Facebook. Having worked in companies that addressed the service provider challenges for most of our careers, we saw the need for solutions that can bridge this gap. The name Qwilt was a natural extension of that vision, stemming from the verb Quilt and aiming to stitch together distinctly different pieces of material. As we made our steps into the video delivery ecosystems we realized that the content delivery equation will not complete without two additional entities that we need to “stitch” together into the mix – the global content delivery networks (CDNs) and most importantly the consumers themselves. Just like in math if an equation is to be balanced all parts of it have to be happy – this is a fundamental principle guiding our product development and design from day 1.
When we set out to create our new logo and brand we had that concept of bringing together distinct materials in mind – we wanted a logo that would reflect connecting the four pieces of the equation together and at the same time reflect our expertise in the video domain. With this in mind, we hired brand designer Brian Jacobs at Brick Design whose work we love. Within one day, Brian came back with a short email – “I think we got something”.
Here’s what Brian had to say about it:
Inspirational Quilt Pattern
The inspiration for the new Qwilt symbol was a common quilt pattern which forms a diamond shape made from cropped squares. These square shapes also allude to pixels found in any screen-based image or video. The colors were chosen to represent the RGB color system and the use of transparency is a key1 attribute of Qwilt’s philosophy. The final symbol brings together these elements to create a memorable and modern symbol for Qwilt as it emerges on the market.Brian Jacobs, Brick Design
After a few iterations and some back-and-forth font work we had it: the new Qwilt logo!