Client: ZeroEntropy
Brand, website, and launch graphics for a YC startup, from logo to seed round
Contributions: Brand identity, logo, logo animation, brand guidelines, web design and development in Framer, motion graphics, SEO, webinar and hiring materials, and merchandise.
Scope
ZeroEntropy makes retrieval models that power AI search and agents. The San Francisco team came through Y Combinator’s Winter 2025 batch and raised a $4.2M seed round. In July 2026 Notion announced that ZeroEntropy would join it.
In October 2024 the founders needed a brand, fast, for an upcoming launch, with the dark, polished feel developers trust in tools like Vercel and Linear. We stayed on for six projects over 18 months, from the first logo to the funding announcement.
The icon fuses a square zero with the eta.
The ZeroEntropy website on tablet.
Challenge
Developers judge a tool in seconds, and they expect the polish of the tools they already use. The name plays on eta, the Greek letter for entropy, which is hard to type and search for, so we kept the eta in the logo and out of the name.
Both launches had fixed dates: the brand in October 2024 and the funding announcement on 9 July 2025.
Process
- Ran discovery and a mood board, then presented three logo options.
- Settled the final logo on 14 October 2024, ahead of the launch.
- Tested the palette on a website mockup and delivered the brand kit on launch day.
- Took the Framer website from page structure to live, launching on 1 May 2025.
- Animated the logo and made the motion graphics for the funding video, in 4K.
- Relaunched the homepage, added industry pages, and supported SEO through 2025.
An early prototype of the homepage.
The homepage accuracy chart
The retrieval stack, end to end
The animated logo, and the motion graphics we made for the Framer website.
Tees and a hoodie from the merchandise we designed.
A hiring poster from the 2025 marketing work.
Results
The brand shipped on launch day, the website went live on 1 May 2025, and the funding graphics were ready for the announcement on 9 July 2025.
Through Y Combinator, a seed round, and the move to Notion, the icon we designed still marks zeroentropy.dev.
The ZeroEntropy icon, still in use today.
Highly recommend
Founder and CEO of ZeroEntropy
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