There is a profound and enduring beauty in communicating one's essence at the atomic level. Juggling complexity and nuance with the visual output of a brand logo is a tall order that is nothing short of a spiritual experience. 

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Our goal when we founded Softdrive was to unlock the power of supercomputers for anyone, anywhere, on any device. We envisioned Softdrive acting as a conduit, or portal to supercomputers that lived in the cloud; seamlessly enabling individuals and businesses alike to access supercomputers when required. 

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Today, we’re proud to unveil our new Softdrive brand. Branding is about communicating company and core values at an embryonic level; who we are in the most refined fashion, tightly-wrapped with the precision of a wink. 

Softdrive is a portal that takes individuals instantly to a multitude of virtual desktops at their immediate disposal, on any device, anywhere in the world. A portal takes someone from Point A to Point B immediately. If it doesn’t take someone from Point A to Point B immediately, it’s not a portal, it’s a path. A path implies lag, a path implies a journey, a journey is tiring; a portal exists to evade paths and journeys. Our competitors provide a path, a journey laden in lag and frustration. Softdrives portal is the visual identity and representation of the undisputed fastest cloud PC on the market.

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Our new brand introduces the concept of Softdrive as a portal to high performance, freedom and a better world. Our logo is completely redesigned with an updated typography for a cleaner, simpler look; with a subtle hint of motion as the Softdrive typography appears to elegantly exit the distinct three ringed portal. A triumvirate of continuity fully encapsulated in one elegant icon; representing our Softstream remote desktop software, Softvirt virtualization stack, and Softnet cloud management platform. 

Softdrives 3 rings of the portal representing Softstream remote desktop software, Softvirt cloud virtualization, Softnet cloud management platform. 

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It’s important for individuals and customers to build a relationship with the company itself, distinct from their connection to any single product. We wanted a brand that spoke to Softstream, Softvirt and Softnet yet still holistically retained our guiding principles and core belief about what we are best represented by: a portal. 

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Moving forward this brand and visual identity will be implemented across our suite of software including Softstream remote desktop, Softvirt virtualization stack, and Softnet cloud management platform.