Fathom Labs

Logo and Business Card

How does one visually convey a fathom: be it a noun (a unit of length equal to six feet, chiefly used in reference to the depth of water) or a verb (understanding a difficult problem after much thought)?

Fathom Labs wanted it’s logo to be evocative of both, so I abstracted bubbles that could be interpreted as either air bubbles rising to the surface or thought bubbles contemplating an idea.

reversed (knocked out)




Front (top left), back (bottom left) and spot varnish detail (right)

The client wanted a business card that stood out from the pack—what company doesn’t? We did this by flooding the card with an all over matt finish to start (this also combatted fingerprints on the saturated image—bonus!) and then added punch with a high gloss spot varnish on the logo. The effect was modern, clean and absolutely stunning.