Beginning with a datum

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In construction and surveying, a datum is a fixed starting point to work from. When creating new brands, we almost always begin by developing the brand name first – and that name becomes our datum, so to speak. For this project, we collaborated with our client extensively, generating well over a hundred potential brand names to choose from. The next step was to narrow our longlist down to a few favourites before it became clear that Datum was the best starting point for building a brand as well as a structure. With our name agreed upon, we then moved forward with developing the look and feel.