Beauty in Details: The DKP Logo
May 26, 2021
Beauty in Details: The DKP Logo

By Terri Henderson

A stunning amethyst geode sits in DKP’s boardroom. In the sunlight you can see the rich depth of plums and lavenders and all the gleaming facets. You’ve probably seen a geode before, with its thick outer ring of dull-colored rock and crystal interior that can only be seen when the stone is cracked open.

We admit it, at DKP we are a little obsessed with these unique rock structures. We even had a geode-cracking party at one of our last team meetings. And some of us may or may not go touch the DKP geode when we’re needing a little luck.

Our admiration of geodes goes beyond just beauty — we actually went as far as to incorporate geodes into the development of the DKP logo. If you look closely at our logo, you can see not only the amethyst hues but you can also see the facets in the design. Take a peek for yourself!

Much like a geode you might find, there’s much more to our logo than what you see at first glance. We thought it might be fun to share a little more about the meaning behind this unique graphic representation of our company (and give you a few fun science lessons along the way). While you read through this list, see if you can find the intentional design elements woven into our logo.

  1. The Geode
    These beautiful rocks might look delicate when you see the internal crystals, but they are tougher than they look. Geodes have a durable exterior wall that holds up against the elements even when surrounding rock gets worn away.

    Working in the healthcare industry means immersing yourself in an often chaotic and sometimes downright brutal landscape. At DKP, we pride ourselves on staying steady amidst the turbulence and shielding our clients from some of the difficulties that come with the territory.

    When it comes to a geode’s faceted, multicolored interior, this makes us think of our clients. We love how each of our clients is unique. They come in all shapes and sizes, with different goals and needs. This is why we approach our work by offering customized solutions to give clients exactly what they need, no more and no less. And just like the stunning crystals, we love the sparkle and shine our clients bring to our days too!

  2. The Color Purple
    Remember learning the colors of the rainbow when you were a kid? What you might not have learned is this: purple (violet) is the most powerful color of the rainbow and carries the most energy of the visible color spectrum. There’s a fun fact for your day!

    We love the color purple not just because it exudes power, dignity, and strength, but this color also symbolizes prosperity, which is something we want for our company, of course, but also each of our clients.

  3. The Compass
    Our logo also has a compass feel to it with a prominent white arrow pointing up. This was intentionally designed to convey the concept that no matter what happens in the healthcare landscape, DKP stays steady and on course. And we lead our clients through whatever ground needs covered, always navigating them onwards and upwards. As leaders in the industry, we are able to stay focused and grounded and keep our clients on the right path, no matter what.
     
  4. Balance
    Lastly, our logo was designed to convey balance. You’ll see the geometric shapes are complemented by a rounded typeface (the letters) and a fun teal color. This was important to us because we aren’t hard-edged people — we care deeply about the work we do and the people we do it with. We are a passionate, people-first team and wanted to make sure that warmth and balance came across in the design.

We know that a logo is just a logo. But we wanted to make sure ours told the story of who DKP is and what we care about. And just like the development of our branding, we put the same thoughtfulness and attention into everything we do. We dive deep and find joy in unearthing insights that move the needle for our clients (yes, we are self-admitted data and analytics nerds). And the next time you come across a geode, we hope you’ll think of us!

When you look at our logo, what do you see?

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