The Tech

The Tech is a beloved, non-profit institution in the heart of Silicon Valley.


Approaching their 20-year anniversary, the Tech came to Nelson Cash wanting to rebrand their current identity for their upcoming celebration. We started off by creating a brand architecture that placed The Tech as the master brand over all the other brands, programs and activities. This framework helped create a cohesive thread throughout the visual elements, providing a foundation for type, color and graphic systems.

Creative Director – Shawn Petersen, Kate Zimmerman
Designer – Tina Roach, Erin McCarthy, Sage McElroy

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While pushing the brand into the future, we were careful to honor their legacy, seen specifically in their iconic “T” logo mark. By utilizing this signature element, we were inspired to create a new outlined version of the mark as well as a graphic library of simple, geometric building blocks that when paired together, can create complex patterns and optical illusions. Overall, the brand refresh is bold and modern, invoking curiousity and its core, inspiring the innovator in everyone.

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