The Pictela brand was developed by the founders of Pictela in late 2008.

Etymology: Pictela is a combination of two words

pic
1. a movie.
2. a photograph.

tela
1. A thin weblike structure.
2. A tissue, especially of delicate formation.

URL: Amazingly, the pictela.com domain was freely available and registered in late 2008 by Pictela, Inc.

Logotype: The Pictela logotype is set in the Myriad Pro typeface, Normal weight, in all lowercase. The individual characters are tightly spaced with the round dot over the "i" replaced by a red square.

The logotype is available in both black and white (above) and reversed out in white and red. The red color is specified in RGB as 255/51/51, which is also the "web safe" hexadecimal color FF3333.

The Red Square: A red square is used as a key branding element throughout all Pictela marketing. It was inspired by the work of the 20th century abstract painter Joseph Albers and his series of paintings Homage to the Square. This series, consisting of hundreds of paintings and prints, is comprised of hard edged squares which were used as a device to explore the interaction of color.

Web Site: This web site was originally designed by Pictela in March 2009 and is hosted on the Squarespace platform.