Increment Plus is for progress

After various workshops with the team, we proposed the name Increment. The name Increment was a result of building a narrative on the business’s mission: to become a lab for experimentation and perpetual progress. It was clear that the team thrives in a culture of being in constant flux and is “always just getting started”.

Especially in technology it is understood that progress doesn’t happen overnight, but is the accumulation of small steps that compound over time. The word increment feels right at home, not only for its literal definition but also for its position in programming languages.

This is when we revealed the interpretation for increment in programming languages which is defined by i++. The symbol for increment found its way in the visual identity, from the logotype to the icon and other elements the brand touchpoints.

Increment is about positive progress in perpetuity and we presented this through an effective visual identity which started off from the name Increment and its definition.