The Embrace brand was created by taking a look at what mattered most. The engineers that make up the company all share the same passion towards seeking new adventures, inside and outside the office. This core value spearheaded the brand identity development by creating a logo that resembles a compass. Within the logo design, we embedded key attributes that visually represent the company. This includes positioning the compass at a degree axis to represent the headquarters location, as well as including two intertwined elements to represent the way Embrace works with apps. The seven yellow lines that surround the logo are representative of the original seven employees that helped start the company.