Design Concepts

Design Concepts, Inc.

Product Design and Innovation Consultancy

Madison, WI

San Francisco, CA

In the late ‘60s, Design Concepts began as a small engineering design shop. More than 400 clients and 2,500 projects later, we have evolved into a full-service product design and strategic innovation consultancy. We are here to design cool stuff that drives business success and makes life better.

Original logo: Based on "5 pillars of design."

Revamped logo ca. 2000: Used Bauer Bodoni and Function typefaces; "O" in "Concepts" was replaced by a Philips screwhead, later nicknamed the "proton."

Refreshed logo ca. 2014:

The Proton Story

The Proton is derived from our legacy logomark. The broken outer circle

represents an expansion of what we know and who we are as designers. Due

to the graphic language of the Proton, it's possible to be reminded of particle

physics, wherein the path of an electron, or orbital, surrounds an inner

positive charge.

The Proton has a vertical symmetry that lends itself toward a binary

framework, for instance, the way each designer combines left- and rightbrained

thinking to build on ideas. Two equally important halves of our

process are reached through Envision and Realize. Shifting between these

alternate views gives strength to Design Concepts’ approach.