Interactive Media Holdings (IMH) has offerings enabling advertisers to plan, buy, execute, and track digital messaging across a variety of media, giving them the capacity to highly customize the marketing experience. By identifying its competitive advantage and core products, we defined a new parent company - Viant - to inherently reflect the power of their offerings. The logotype is bold with custom drawn slab-serif lettering and sharp corners. Within the negative space of the ‘V’ and mirrored ‘A’ you see a clear arrow pointing down and up respectively, to represent the ongoing dialogue between advertiser and customer made possible by their advertising cloud, and the constant flow of information to and from the cloud. This led us to our final element - a period at the end of the name. VIANT. Period. This perfectly solidifies and embodies the attributions of the company, and is expressed throughout the brand's touchpoints.