We went through several rounds of naming but Fuzzy Math was far and away a clear winner. It spoke to the tactile, user-centric nature of their business, as well as the shared lines between art and science that define user experience.
To further emphasize the tactile nature an iconic “pointer hand” was used formed from the FM initials.
Old meets new
A fun (but involved) idea helped sell the concept of tactile: mimicking the shape of old punchcards for the business cards. The punches had to be laser-cut but the effect was remarkable.
The site was a minimal color palette to support the new brand: green, gray, and black. This helped keep things simple and clean but also put emphasis on the content itself.