Why the four squares? A thunder::tech history lesson.

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  • 7/11/2014
    Our most inquisitive clients and potential team member candidates regularly bring up questions about our visual brand, especially around the four squares (double colons) in our name. So, we figured we’d officially answer this common question.

    Our Basic Spiel
    The four squares stand for thunder::tech's four core skill areas that we organize around: Advertising, Communications, Design & Digital.

    The Elaborate Story
    The more interesting, but frankly longer story is a discussion that I had with an early client. I was discussing that we were in the midst of redesigning our logo and since she knew we both were history buffs, she thought various symbolism used during the arts & crafts movement would resonate with me. The arts and crafts period occurred during the second half of the 1800's into the first couple decades of the 1900's. This was roughly the same time as the beginning of the Industrial Age. Artisans during this movement assembled and started using a series of symbols including squares emblazoned on their handiwork to signify the handmade nature of their work. This group of artists wanted to create a visual symbol to separate their work from the machine-driven factories that were springing up around them at that time.

    So, voila! A simple, yet non-traditional mark was born into our name. We're honored when the name is shortened in emails by clients, but they still pay tribute to this ideal with "t::t." Over the years at our marketing agency, the four squares have worked their way into our written communications such as our email salutations and of course in a lot of internal t::team communications.

    And now you know!

    About the author::Jason Therrien is the president of thunder::tech. He is a fan of entrepreneurs and trailblazers, a proud dad and he liked scotch before Mad Men made it cool.
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