Light as a dynamic new medium for Google X's graduate company. Taara harnesses data-encoded light to expand beyond fiber optic networks. Given the novelty of the offer, the project is grounded in a hyper rational and credibility-building identity system which allows for innovation signals in the logomark and art direction. The word 'taara' means 'guiding light' in Sanskrit. The distinctive visual gesture of the logo wordmark, lowercase 'a's with negative space blends Sanskrit letter forms with utopian typography such as the Nasa worm, suggesting the far reaching impact of Taara's technology.