Daylight Computer Company, a new electronics business based in San Francisco, recently introduced its first product and a carefully crafted brand identity. Founded in May 2024, the company is guided by the “third timeline” concept, which promotes a balanced approach to technology that complements human life, avoiding extremes of rapid acceleration or slow deceleration. Their debut product, the DC-1, embodies this philosophy.
The DC-1 is an Android tablet featuring a reflective black-and-white LCD, similar to e-paper devices like the Kindle but with added functionality. It boasts a 60 Hz refresh rate and touch gesture sensitivity, making it more interactive than a traditional tablet. Designed for outdoor activities such as writing, drawing, and reading in sunlight, the DC-1 has a cushioned case and a pressure-sensitive Wacom stylus, reinforcing its role as a tool for creativity and productivity in natural settings.
The brand identity, developed by The Office of Ordinary Things, reflects the company’s mission to reshape how people interact with technology. Daylight fosters well-being, focus, and intentional living through its products rather than dependency. The branding balances the digital and analog worlds, blending the natural and technological.
The logo appears in two versions: a lowercase wordmark reading “daylight,” and an extended version spelling out “DAYLIGHT COMPUTER COMPANY” in all caps, accompanied by a symbol. Both logos use a custom geometric sans-serif font rendered in vibrant orange, symbolizing energy and the natural glow of sunlight. This color choice aligns with the company’s focus on technology that complements human life.
A subtle feature of the logo is the design of the lowercase letters, where the counters of “d,” “a,” and “g” are slightly squashed rather than perfectly round. This detail adds an organic, natural touch to the design, steering away from a rigid, overly mechanical look. The logo’s balance between precision and humanism reflects Daylight’s approach to technology development.
In the full version of the logo, the geometric shapes create a visual rhythm that almost mimics a monospace font from a distance, offering a cohesive and engaging reading experience. The accompanying symbol, which can be interpreted as a “DCC” monogram, may suggest a rising or setting sun or stages of movement, reinforcing the company’s connection to natural cycles and its goal of enhancing the human-technology relationship.
Daylight’s branding emphasizes balance, well-being, and the thoughtful integration of technology into everyday life. The sleek logo and innovative product offering position the company as a forward-thinking brand dedicated to improving the human experience through design and purposeful technology.
