(April Fools) REBRANDING! Parallel to none, we are Perpendicular!

by Edson Soriano, Managing Director +42

//42 goes +42

Welcome to Perpendicular 42!

“True innovation really comes from perpendicular thinking.”

We’re thrilled to unveil our refreshed brand identity. The update shows the evolution of our company since its founding in 2019. While this is a significant change, our core beliefs haven’t changed.

At the center of this new brand identity, is a modern representation of a + symbolizing the unmistakable vibe of feeling extra. The logo upholds +42’s enduring dedication to providing superior immersive solutions for our customers and the industry.

We agreed upon this change after minutes of discussion, brainstorming, and collecting feedback from our teammates. This new design is actually the direct opposite of our previous style and conveys inclusion and greatness. Also, + will secure we’re at the top of alphabetically sorted lists, unlike //.

Parallel lines don’t intersect, and I’ve never been a fan of that, all Keven does is get in my way with technical hurdles and limitations. The rest of the team is also always intersecting, as are tasks, and thus we felt that going Perpendicular was a much better representation of our work ethic.

I firmly believe that Perpendicular lines are what Steve Jobs was referring to in his now-famous quote: The Intersection of Technology and Liberal Arts.

Need more proof that + is better than //?

Theranos patent US8101402B2 clearly outlines that Perpendicular light waves were once at the core of changing the world with a single drop.

Closing Thoughts

Lots of work goes into something like this. For example, the image below shows two parallel planes, with a third blue plane that is perpendicular to both of them.

failed attempt at art

This early attempt looks terrible, and because Keven is colorblind, it wasn’t even on brand, so we reached out to Jessica at BlackPearlDesign Co. for help. She delivered a new logo that truly encompasses our positive movement.

Don’t like change? Think about it this way…you wouldn’t dress an 8-year-old child in the clothes of an infant. They won’t fit. We’ve survived our industry going from a rock-solid platform into a completely new sim. It’s safe to say we’ve outgrown our old clothes.

+42

(April fools!)