The chevrons are part of a standard HTML tag. It is a code element used to describe a web page and often associates with web programmming.
We reappropriated the chevrons to create a new tag — <craig>, as the studio's visual identity. This simple symbol reapproriation communicates the essence of the visual identity without the need to explain itself further.
By placing the enclosing <craig> tags at the beginning and the end of a web page, which are ignored by common standard web browsers, the studio is able to leave a branding mark in its projects, hiding in plain sight for the curious.