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Painting a moving picture

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This is Part three of a four part series leading up to Node Knockout

At Nodejitsu we believe in sharing knowledge. We believe that open source software fosters innovation, relationships and offers in return something better than the sum of its parts; a continuous growth cycle. If we tell you our good ideas, you'll make them better. Now go back two steps and repeat this process.

Passionate open source projects, we understand that they should be both engineered and crafted. A patient attention to detail and refinement in our products and platform remains our methodology. These characteristics: open, crafted, and connected have evolved into the current incantation of the Nodejitsu brand.

Build a product that works.

We have a platform that has become mature and ready for public consumption. One which is accessible to everyone, yet able to exceed the requirements of the enterprise. A platform tailored to the concerns of the developer. One with a pricing model that reflects usage rather than tenancy.

Design simple.

Simple designs are highly palatable. Less is more. Signal to noise ratios are critical. Carrying over these ideas from software engineering we reached out to Tyrus Smalley, friend, industry eminent, and creative force. Going through the motions of developing a visual language was a positive experience for a lot of reasons. The most important reason being that three technical co-founders coding 20 hours a day don't spend a lot of time thinking about presentation.

Design relevant.

Our new design has lots of wide open space. Space for you to think about the content. We wanted to describe a self-healing, distributed scaling intelligence in visual terms. Draw relevant diagrams that actually help illustrate these concepts. Answer questions such as What is infrastructure opacity?, What is distributed scaling? Some of these matters culminated in this animated diagram.

Make a foundation.

At first we started using a bonsai to depict an organic form that could be shaped and crafted. We retained the concept, but simplified the form. The simplification of the branches took shape as a cloud. And the rest of the tree was depicted as a node growing outward into the cloud with more nodes.

The word mark has mature modern forms with playful ligatures that keep things from getting too serious. We added a primary color (the blue color you can see it here on this blog or on the home page). We let the dark grey take the place of the secondary color, this keeps things looking subtle.

Painting a moving picture

These forms offer us a visual foundation to build on, and we'll continue to capitalize on them. But this is a fast moving technology. Node.js is in development, our product continues to evolve. So as focused as we are on the technology side, we wont forget to keep throwing paint on it and make sure it looks as good as it works.