Behind the Tangram name and design

At Tangram we take design seriously so we thought we’d share the thinking behind our name and our visual identity, beautifully crafted for us by Dan Cottrell Studio.

Name

A tangram is a creative puzzle made up of seven polygons: two large right-angled triangles, a medium right-angled triangle, two small right-angled triangles, a square and a parallelogram.

When you move around the shapes of a tangram you can create an almost infinite number of new designs altering how the constituent shapes relate to each other. The result is something new, a novel take on what was there before, an invitation to prompt reconsideration.

The process of reframing component parts into dynamic and unexpected results is reminiscent of how we solve problems for our clients.

Logo

Tangram’s logo is a creative yet stable configuration of shapes. The composition is designed to project dynamism and forward motion. The use of four shapes reflects Tangram’s four company founders.

Colour

The eight colours of Tangram’s palette are designed to be paired. Each of the colours are modern and vivid to show the freshness of Tangram’s approach in a busy consultancy marketplace.

Type

Rethink Sans is a contemporary, readable and royalty-free sans serif typeface. The inclusion of slopes and strokes complements the angularity of Tangram’s icon and logo.

What do you think?

Get in touch to let us know what you think of our name and brand. We’d love to hear your thoughts.