Where the name comes from
In 1666 Isaac Newton closed the shutters, let one beam of sunlight into a dark room, and put a prism in its way. Everyone believed the glass was colouring the light. He proved the colours had been in the light all along.
The dark room
Drag across the room, or use the slider. Every colour bends by a slightly different amount, and that difference is the whole rainbow.
One beam of white light
Three things the prism proved
The prism doesn't paint anything. It bends each colour a little differently, so the ones travelling together finally come apart.
Newton let a single colour through a second prism. It bent, but it didn't split again. Each colour was its own thing the whole time.
Gather the spectrum through a lens and it comes back as white light. Taken apart and put back together, nothing is lost.
Prizm Labs, in one experiment
An ad that already worked is white light: everything it does, travelling together, too fast to see. The machine is the prism.
Proof, not a guess. The market already paid for it.
Hook, beats, argument and offer, bent apart so each one can be seen.
Hooks, variations, statics, emails, pages. They were in the ad all along.
Gathers it back together for the brand, and nothing that worked is lost.
The objects
An object is never decoration here. It stands for something, and the same object always stands for the same thing.
The mark
The brand itself. Use it where the whole company is the subject — a cover, a title card, the front door.
media/objects/prizm.webp
A whole
One finished thing. A delivered asset, a closed loop, a single decision. The simplest object, so it carries the most weight.
media/objects/sphere.webp
Reading
Looking closely — a teardown, a review, research. It bends what is behind it into a spectrum, which is exactly what a teardown does.
media/objects/lens.webp
The loop
A process that runs again: the chain, the weekly cadence, the machine. No start and no end, on purpose.
media/objects/torus.webp
A standard
Something settled — a ruling, a locked standard, the system. Stands upright and does not explain itself.
media/objects/monolith.webp
A rewrite
The same surface, turned — a swipe rebuilt for our brand. One continuous band that comes back facing the other way.
media/objects/ribbon.webp
The split
One input becoming many outputs: a brief fanning into variations, a format into a batch. The spectrum sits inside the glass.
media/objects/cube.webp
The work
Briefs. The only object made of paper rather than metal, which is the point — it is the thing a person holds and acts on.
media/objects/cards.webp
How to use them
The spark: Cosmos: A Spacetime Odyssey, “Hiding in the Light” (2014), which tells how people learned to take light apart. The experiment: Isaac Newton's prism experiments, begun in 1666 and published in Opticks (1704). The dark room above is a real simulation: Snell's law at every face, with glass that bends violet more than red.