Every ambitious business collects unstructured problems and complex data: the unknowns Sortex calls “X”. Sortex runs them through its own programming logic and sorts them into a working system. The name is the method, sort then X, and the identity is built on it.
Taming the chaos
The identity rests on one move, from disorder to order. On the rationale board, loose bars of unstructured data pass through the emblem and come out as tidy rows of structured data.
The emblem
Four blocks with rounded ends stack into an S, drawn inside a hexagon. Each block is flat on one side and round on the other, so the mark reads as pieces being put in order. Beside it, the wordmark is set in lowercase.
Colour
Near-black #0C0C0C is the primary colour, with violet blue #5655F9 and sky blue #8ED7F8 beside it. Three softer tints, #8B8AF0, #BEDDED and #DEE3E7, round out the palette with white and black.
Type and pattern
Ghroob Geometric is the typeface, shown on the type board in Arabic and Latin. The emblem’s outline repeats as a light pattern and stands alone as one large outline.
Applications
The identity at work: the emblem as a 3D object, business cards, a document cover, the website and a tote bag.
