Standard Projects was tasked with rebranding SingleStore ahead of its acquisition by Vector Capital in 2025. The existing identity felt outdated and didn't match SingleStore's position as a vital global infrastructure player. Co-founder Dan Flynn emphasized the need for a brand that signals permanence and maturity while still feeling relatable. The core idea, “The Time Is Now,” reflects the urgency and capability of SingleStore's technology, which processes data in nanoseconds. This positioning helps convey the brand's role in enhancing human connection and experiences through technology. The design approach focused on creating a typeface and color palette that convey institutional confidence without being flashy. They chose Sans Sans for its precision and contemporary feel, avoiding the quirky styles typical of earlier-stage companies. The color scheme leans towards deep, authoritative tones, with warmer accents for more human-centered communications. Standard Projects also intentionally avoided typical tech branding visuals, opting instead to highlight human outcomes rather than just the technology itself. Time as a theme runs throughout the branding, from the verbal identity to layout principles that echo clock faces. Flynn noted that the aim was to create a design system where the concept of time is felt, even if not explicitly articulated. Standard Projects allowed SingleStore to showcase its technical capabilities while emphasizing the human experience that those capabilities enable. By shifting the focus from mere performance metrics to the real-world impacts of their technology, the new identity resonates both emotionally and rationally with audiences.