a new logo for CACR!

New CACR logo, by Santiago Lombeyda, 2011

On October 2010, we embarked on the task of creating a new logo for the Center for Advanced Computing Research (CACR) at Caltech.


The logo exploration attempted to incorporate themes of scientific engineering, collaborations, science, and computing research. It was necessary for the new logo to show scientific engineering as a support to science, enabler to new science, and generator of new research. From modeling real phenomena, to bridging disciplines, the new logo had to say a lot, without pigeon-holing itself.


We have two big (visual) assets to work with: our history, and the brand name that CACR is. From an abstract point of view we could use blobs to represent both sciences and nature along lines representing connections, dynamics, networks (not necessarily just clasic computer networks), algorithms, etc.


As with any logo exploration hundreds of different possibilities were researched. Between us (Santiago Lombeyda, Mark Stalzer, along with Mike McKerns, and other eyes) we narrowed the choice to 6 distinct directions. After several redesigns, one direction started gaining strength and meaning, from which we eventually choose what seemed to be the best visual representation for what we understand CACR to be.


The logo has the following features:

• an abstract structure of connected links (or components). This structure is in of itself composed of stylized versions of the letters 'c', 'a', 'c', and 'r'.
• this structure was grounded (bolted?) at both ends. this is both a throwback at the old logo by Roy Williams, as well as a visual connection (pun not purposely intended, but appropriate) to data diagrams, electrical circuits, etc.
• the 'r' in the structure also forms an arrow pointing upward (i.e. forward research).
• the structure grows up as both a tree or a flame (reference to the Caltech logo.)
• the letters 'cacr' are clean, technical, match the above structure, and serve as a ground
• the color of the logo is a dark blue. It is closest to the blue on the plaques outside all offices at Powell-Booth.  (rgb(41,44,93) or #292c5d).

The tree lends itself to many uses. With the text underneath it makes a strong logo that can stand for a research lab, without being "soft" nor irrelevant, while avoiding looking corporate.

Here is just a sample use of the logo:

Sample use of new CACR logo in three business cards, 2011

We look forward to your comments, ideas, suggestions as we look into transitioning into our new logo!