The Oxide logo appears in bright green on black. It features a slashed zero in place of the letter ‘O’ and a multiplication symbol in place of the letter ‘X’, both of which together reference hexadecimal.
The design team’s approach takes inspiration from TUI (Text-based user interfaces), CLI (Command line interfaces), and ASCII art, and has a subtle DIY gaming and retro computing vibe.
Working with Grilli Type, the design team created an extended set of characters, which were incorporated into a custom cut of GT America Mono, allowing Oxide to use the font for both typography and to create realtime illustrations on the website.
The ASCII-inspired visual language was also used by the design team to create a series of intricate grid-based patterns. These can be applied across many different applications, and also appear on Oxide’s hardware.
Pentagram has designed an identity that perfectly encapsulates Oxide’s holistic and very human approach to providing ‘servers as they should be’.