Denim Group is a software consulting and development firm. As a young company, they needed to appear very professional and established, and somehow differentiate themselves from the sea of flashy technology competitors.

The name is catchy and provided something to work with, but it also ran the risk of appearing young and a little too "laid back."

We decided to address the denim without using a pair of blue jeans. The interlocking "D" and "G" hint at the fashion industry and can be used on a button, but they also work just as well in the corporate world.

The mark is very stable in a direct effort to contrast against the typical swoosh of the modern technology company.