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Case study 03 / 06Concept project
Self-initiated

SectorB2B data
Product analytics

ScopeLogo, identity system, product UI theme

Year2026

(00)

IsarithUsage, drawn as a landscape.

Product analytics that shows the shape of how a product is used.

Concept project. Isarith is a fictional company. This identity is self-initiated work by Ikonra Studio, made to show how we would approach a brief like this. It is not client work, and the brief below is imagined.

(01)

Imagined brief

An isarithm is a line joining points of equal value, the contour on a map. Isarith turns event data into those lines for B2B product teams. The imagined brief: a rebrand ahead of a Series B, to move from 'another dashboard' to a name product leaders bring into board meetings.

It needed a symbol with some depth, and a system that makes charts look like they belong to one company.

(02)

Approach

The symbol is a ridgeline plot, the chart analysts use to compare distributions, clipped to a circle so it becomes a small planet of data. Six lines, each a different cohort. At favicon size it reads as a striped disc and keeps its silhouette.

Familjen Grotesk sets the wordmark, with round dots on the i's to echo data points. Martian Mono labels every axis. Contour teal is the single data colour; everything else is ink on survey white.

(03)

Construction

Drawn on a 10-unit grid so the symbol stays exact from a 1024 px app icon down to a 16 px favicon.

Isarith symbol, 100 × 100 unitsGrid: 10 units
Fig. 01Symbol on its construction grid.
  1. ASix ridgelines, one per cohort
  2. BClipped to a 100-unit circle
  3. CGap 4.5 units between lines
Fig. 02Clear space: half the lockup height on every side.

Minimum sizes

  • 16 px
  • 24 px
  • 32 px
  • 48 px
  • Lockup, 20 px tall minimum

(04)

Colour and type

Four colours, each with one job. Two free typefaces, so the team can use them anywhere without a licence conversation.

Display and interfaceFamiljen Grotesk

See the shape of how your product is used.

SupportingMartian Mono

Cohorts, funnels and retention as one picture, built for B2B product teams.

(05)

Applications

The brand where a funded company actually lives: inside the product, on the website, in the deck and on the launch post. Names and figures in the interface are illustrative.

Isarith product interface: retention chart drawn as ridgelines, with an activation funnel
Fig. 03Product interface
Isarith website hero with the headline “See the shape of how your product is used.”
Fig. 04Website hero
Isarith pitch deck cover slide, “Company overview”
Fig. 05Pitch deck cover
Isarith sticker sheet
Fig. 07Sticker sheet

(06)

Deliverables

  1. 01Symbol and wordmark
  2. 02Data-visualisation palette and chart rules
  3. 03Colour and type system
  4. 04Product UI theme
  5. 05Website hero
  6. 06Pitch deck template
  7. 07Sticker sheet

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