- DeepFrame Square Logo
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
I developed the brand identity for DeepFrame, a research and development initiative focused on modern server side architecture and web infrastructure. The identity was designed to serve as a unified mark of quality across documentation, research, and public products, giving the body of work a consistent internal identity and a shared sense of purpose across projects.
Scope of Work
- Development of visual identity and concept.
- Design of wordmark.
- Design of icon and emblem mark.
- Development of horizontal and square logo lockups.
- Development of dark background variant.
- Production of vector artwork for final outputs.
Identity
The concept traces back to internal ASCII art banners that server components would print to console on startup, a small internal flourish announcing a system's presence. That spirit of internal fanfare became the seed for a full identity, reimagined through a visual language of antiquity rather than modern tech branding. Cerberus stands as the central figure, guardian and underworld wisdom keeper, reframed here as a guardian of infrastructure and system access.
The emblem is built from linework suggesting hieroglyphic and Etruscan visual traditions, giving the mark the feeling of something unearthed rather than designed, as though it belonged to a lost civilization whose technology predated its own era. The wordmark sits between two registers, part ancient inscription, part modern technical mark, tying the futuristic subject matter back to the emblem's antiquity.
Deliverables
A set of graphics were developed as an initial package of branding assets. All final artwork was produced as digital vector illustrations.
Lettering
- DeepFrame Wordmark
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
DEEP FRAME is set in a spaced technical sans serif, the letterforms angular and evenly weighted, giving it a clean systems oriented quality that grounds the mark's more ornamental emblem in something legible and current.
Graphic Logo
- DeepFrame Square Logo
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
The core mark depicts three Cerberus heads rising from a shared body, rendered in flat linework with cryptic geometric shapes standing in for eyes, each head reading as both animal and glyph. The bodies terminate in curling serpentine tails and the whole figure stands guard over a central obelisk shaped console form, its surface marked with small port and indicator details suggesting server hardware translated into ancient relief carving.
- DeepFrame Horizontal Logo
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
The emblem and wordmark were composed into both horizontal and square lockups, allowing the mark to adapt across documentation headers, product pages, and compact branding contexts.
- DeepFrame Icon
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
A standalone mark isolating a single Cerberus head in profile, styled with the bearing of a chess knight piece. Developed for use where the full three headed emblem is too complex to read clearly, at small sizes or in compact placements such as favicons and watermarks.
Variants
- DeepFrame Square Logo Logo for Dark Backgrounds
- Vector illustration
- Original artwork by Alex Stevovich
- © Alex Stevovich
A dark background version of the full lockup, the linework and wordmark rendering in light blue against near black, giving the mark added presence and contrast in interface and console adjacent contexts.
Vector Artwork
- Demonstration of underlying vector-lines for the DeepFrame Square Logo
- Original artwork by Alex Stevovich
- © Alex Stevovich
The final illustration is produced entirely in vector, with no additional post processing.