At Pretty Great, our journey to define the visual identity for Conduct was an exercise in relentless refinement, a deep dive into the essence of what it means to orchestrate, to unify, to bring clarity to complex systems. We embarked on this exploration not with a preconceived notion, but with an unwavering commitment to discovering the most honest and impactful expression of Conduct’s purpose.

Our process began with a foundational understanding: a logo is not merely a mark, but a distillation of an idea. We explored a multitude of iterations, each a meticulous study in form, typography, and the subtle interplay of elements.