Inversed
Brand identity for the advanced cryptography consultancy based in Madrid.
Brand identity for the advanced cryptography consultancy based in Madrid.
Brand identity for the advanced cryptography consultancy based in Madrid.
We helped elevate Inversed's story from an academic R&D team to a cryptography collective working to safeguard humanity’s digital future.
The logo is solid yet open, grounded yet expansive. The mark reflects the belief that clarity emerges when you challenge convention. It symbolizes reorientation, a constant shift in perspective.
The system avoids common cyberpunk clichés.
It reflects the maturity and expertise of the Inversed team and technologies with clarity, openness, and trustworthiness.
Project Info
Inversed
Madrid, Spain
Inversed had the academic depth and technical expertise to be at the bleeding edge in cryptography, but its brand did not reflect that. In a highly competitive sector shaped by privacy, security, and decentralization, the company needed to look as credible and considered as the work it was doing. The challenge was not simply to modernize the brand, but to position Inversed as a trusted authority in an increasingly important field.
Our research process, mixed with the founding team who truly operate their business in a more mindful way clarified an important shift: from presenting Inversed as a technical R&D team to framing it around a more differentiated idea, “cryptography with a conscience.” With this we sharpened the company’s purpose, vision, and mission, and anchored the brand in values such as privacy, trust, transparency, technical mastery, and ethical responsibility.
A key insight along the way was this: cryptography is often treated as a product, a tool to lock data away, a compliance measure, a product feature. But security isn’t the end goal. Openness is. The challenge was no longer to represent security in a familiar way, but to express Inversed’s role in helping build a more open, trusted internet. That shift gave the identity a stronger point of view and led to a system that felt more serious and ethically principled. "Architects of openness" became our brand idea.
Many of Inversed's competitors rely on cold color palettes, cliché geometry, and familiar security tropes. Our recommendation was to move away from those conventions and build a more authoritative, human, and timeless identity, led by typography, restrained design choices, and a stronger tone of voice.
The system is anchored by the architectural I logo, inspired by the 2010 Anish Kapoor sculpture Turning The World Upside Down in Jerusalem. It symbolizes a constant shift in perspective. We selected Gestura by Sociotype as the primary typeface for the authority it brings, and supported it with Neue Montreal by Pangram Pangram for its clarity and elegance. The focused palette, centered on Inversed Orange, gives the brand warmth and distinction from the competition. Abstracted architectural images communicate speed and adaptability while using duotone coloring to reflect the duality of the name and logo.
The result was a sharper, more credible identity that better matched the calibre of the company behind it, helping Inversed show up as the trusted leader in a rapidly evolving technology landscape.
Client Partners
Co-Founders Daniel Benarroch, Aurélien Nicolas, Bryan Gillespie
Digital Experience Partners
Marina Matijaca and Brice Gower, MetaDeck
Project Info
Inversed
Madrid, Spain
Inversed had the academic depth and technical expertise to be at the bleeding edge in cryptography, but its brand did not reflect that. In a highly competitive sector shaped by privacy, security, and decentralization, the company needed to look as credible and considered as the work it was doing. The challenge was not simply to modernize the brand, but to position Inversed as a trusted authority in an increasingly important field.
Our research process, mixed with the founding team who truly operate their business in a more mindful way clarified an important shift: from presenting Inversed as a technical R&D team to framing it around a more differentiated idea, “cryptography with a conscience.” With this we sharpened the company’s purpose, vision, and mission, and anchored the brand in values such as privacy, trust, transparency, technical mastery, and ethical responsibility.
A key insight along the way was this: cryptography is often treated as a product, a tool to lock data away, a compliance measure, a product feature. But security isn’t the end goal. Openness is. The challenge was no longer to represent security in a familiar way, but to express Inversed’s role in helping build a more open, trusted internet. That shift gave the identity a stronger point of view and led to a system that felt more serious and ethically principled. "Architects of openness" became our brand idea.
Many of Inversed's competitors rely on cold color palettes, cliché geometry, and familiar security tropes. Our recommendation was to move away from those conventions and build a more authoritative, human, and timeless identity, led by typography, restrained design choices, and a stronger tone of voice.
The system is anchored by the architectural I logo, inspired by the 2010 Anish Kapoor sculpture Turning The World Upside Down in Jerusalem. It symbolizes a constant shift in perspective. We selected Gestura by Sociotype as the primary typeface for the authority it brings, and supported it with Neue Montreal by Pangram Pangram for its clarity and elegance. The focused palette, centered on Inversed Orange, gives the brand warmth and distinction from the competition. Abstracted architectural images communicate speed and adaptability while using duotone coloring to reflect the duality of the name and logo.
The result was a sharper, more credible identity that better matched the calibre of the company behind it, helping Inversed show up as the trusted leader in a rapidly evolving technology landscape.
Client Partners
Co-Founders Daniel Benarroch, Aurélien Nicolas, Bryan Gillespie
Digital Experience Partners
Marina Matijaca and Brice Gower, MetaDeck
