Look at the Ingleby logo in a browser tab and you see a lowercase i. Look closer and the dot is not round. It is a square, one pixel, and a curved trail rises from the lower left to set it down there. We call the mark the Arc.
The whole mark is three shapes: a curve, a square and a bar. Getting to three took more than one round of drawing, and one of the early drafts looked like a service bell.
The brief was one line
The brief was short: “Disney meets Meta, Alphabet and Nasdaq.”
Ingleby is the parent of two studios. Ingleby Labs makes software, including Purser, our money app for iPhone and iPad. PixelBattle Studios makes games. The same mark sits over both.
The pixel was in our language before it was in the logo. PixelBattle’s mantra is “Excellence is a game of pixels. Every pixel, on purpose.” The headline on the Ingleby home page is “From the first pixel to the last detail.” The pixel was there from the first sketch; the question was only where it sat.
A bell, then a final round
The site went live on Sunday 4 October with a mark we called The Outline, the pixel and the i drawn in line. It was fine. By Monday I wanted better, and the one-line brief above went out.
The first candidate was called Horizon. Its first draft looked like a service bell, the kind you tap at a hotel front desk. Once you see a bell you cannot stop seeing it. The redraw turned the bell into a rising sun with the pixel set off center, and the bell was gone.
Once a shape reads as something else, no amount of polish takes that reading back.
Four candidates came out of that round: Horizon, Orbit, Halo and Arc. I asked for one change to all of them, the pixel directly above the stem, and three went to the final: Arc from the left, Tilted Orbit and The Halo. Tilted Orbit set the pixel on a ring circling the stem, and tilting the ring made it read as motion rather than a planet. The Halo put the pixel inside a ring floating over the stem, calm but a little cold. Horizon’s sun was handsome but it read as a sunrise brand, not a company.
Arc from the left
The name says what the chosen version does. The trail arrives from the left, and the pixel sits directly above the stem of the i. The pixel is the dot of the i. The alternative was Arc from the right, which put the pixel to the side of the i and lost the dot.
The geometry fits in a paragraph. The stem is a bar with rounded ends. The pixel is a square exactly as wide as the stem, placed straight above it with a small gap. It is the only shape in the mark with sharp corners. The trail starts at the foot of the mark, down by the base of the stem and off to the left, and curves up to stop just short of the pixel. It is thinner than the stem and it fades: fully transparent at its tail, full strength where it arrives.
The color follows the shape. The pixel takes a blue accent. The trail takes a second color. The stem stays neutral, navy on light backgrounds and white on dark ones.
A mark has to survive small
Most of the time, nobody sees a logo large. They see it in a browser tab, in a row of bookmarks or as an icon on a phone. A favicon is often drawn in a square only 16 pixels across. A mark that needs room to make sense will not make sense there.
Three shapes leave no fine detail to lose. In the site header the mark is drawn 30 pixels tall, and at that size the square is six pixels wide.
Every candidate was shown at tab size on the same canvas before I chose.
One mark, everywhere, on one day
I chose Arc from the left on Monday 5 October 2026. The favicon, the app icons and the share image changed the same day. The favicon and app icons are the mark itself. The share image carries it in one corner over an ocean scene.
A half-changed brand is worse than an old one, so once the mark was chosen nothing kept the old one anywhere.
The mark is small in the code as well as on the screen. On the site it lives in one short component, about thirty lines, with the three shapes drawn as vector graphics. The site itself was rebuilt on 3, 4 and 5 October 2026 and shipped as a series of small pull requests, so changing one mark in every place was an ordinary change.
What I would do differently
Show fewer options sooner. Fifteen concepts on one canvas was a crowd, four was a decision.
The Arc is a curve, a square and a bar. It took one day to choose and will take years to earn. That is the right order.