Updated: May 14, 2018

Okay, you've probably been wondering:

What's with the cubes? Do these guys have some weird obsession with square objects?

If so, you're absolutely right! That said, there is some rhyme and reason behind the branding direction we took.


You've just finished high school. You're #pumped to embark on this new chapter in your life. 1st week was awesome. 2nd week, pretty good too. Then mid-term season rolls around, and you find yourself in panic mode: 2 assignments to finish, 3 exams to prepare for - oh, and of course, your group partners seem to have disappeared into oblivion. Suddenly, reality hits you - you're a complete mess. You suddenly realize what worked previously is no longer going to cut it.

A scrambled Rubik's cube is symbolic of this (very common) 1st year experience.

And that's precisely why the DCBA exist - we help students unscramble their Rubik's cube. We're here to make students' lives easier. And not just school life, but also their career life - their career Rubik's cubes. If you get stuck, we can help. If you're just randomly moving pieces around -- round peg, square hole -- we can provide you with some helpful strategies. And if we don't know something, we'll tap into the collective wisdom of our faculty committee.

The DCBA cube symbolizes and captures the essence of our mission in an unique, yet subtle way.

Also, had we simply opted for a Rubik's cube as our logo, you might've mistaken us for Rubik's cube club. For the record, we're not.


On a broader level, we were following fundamental logo design principles.

One resource we used to ground our creative process was HubSpot's 7 Principles of Kick-Ass Logo Design. Side note: marketing students, their blog is mandatory reading.

Below are some passages that popped out at us:

  • "For a logo to function effectively it has to make a strong statement – and the right statement – the first thing you must do is figure out what you’re trying to say."

  • "Understanding your meaning and value to customers and prospects will help you pinpoint what you stand for (or should stand for)."

Like any symbol, it should stand for something singular, and it should be easily recalled if, after a person looks at it, he or she can immediately describe its basic elements (“It’s three interlocking circles” or “It’s a dog with a bone”).
  • "And, modern is different than trendy. A trend is “hot today” and will naturally (sometimes thankfully) run out of steam – probably sooner than later. Modern, on the other hand, is less stylized and more restrained; it captures the relevant characteristics of the times without losing itself in detail."

But, what does that mean exactly? We're not quite sure either. Perhaps some instructors can help us out here? That said, our thought processes went something like this:

We wanted to modernized our previous logo. To achieve this, we opted for subliminal associations. What's hot right now? Blockchain. It feels futuristic. It feels fresh and new. All feelings we hope to evoke.

Logos from previous DCBA's previous teams.

Make it Versatile. Your logo will be used in a number of ways and in multiple contexts.

This played a big role. Throughout the process we were cognizant of keeping practically in mind. Will it be easy to print on various materials? Is it readily remix-able into different variations? What about budget considerations? We learned to reality-check ourselves and not get caught up in design for design's sake.


The immediate lesson that we took our re-branding experience was that:

1. A good logo should contain multiple layers. For instance:

  • Marketing (objectives) layer

  • Symbolic layer

  • Subliminal layer

  • Versatility layer

  • Functionality layer

  • Memorability layer

2. The more "meta" lesson we learned was that: A good logo needs/can be "consumed" (by a keen observer) over multiple "sittings."

At first glance, the logo is well...a logo. But after multiple "viewings," a keen observer might begin to recognize (and appreciate) its subtleties - what started out as "just a logo" becomes something deeper. Think emotional connection.

This resonance, at some point, should translate into behaviour change - which was the whole point to begin with: the underlying marketing objectives. I'd imagine this is precisely what some of the most iconic and beloved brands/logos do well.

What subtleties are hiding in plain sight? How many ways can you interpret it? The first interpretation is easy to spot. The second requires context. Hint: it's sorta creepy.

The Hidden Meanings Behind 50 Of The World’s Most Recognizable Logos

Amazing logo


Got graphic design skills? Want to merge that with hands-on digital marketing experience? Come join our team! Email Luke marketing@dc-ba.com

Shout-out to James Duong (our JVP Marketing), Melanie Hammermaster (CSIS student), and Kimberly Jang (marketing faculty) for helping us bring the logo to life!

Are you hungry for more? If so, we recommend taking MARK 3235 E-Marketing.

#branding #marketing #consumerbehaviour



Email: president@dc-ba.com

Address: 700 Royal Avenue

New Westminster, BC V3M5Z5

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