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Sagmeister & Walsh: Fugue (detail)

Work / Graphic Design

This new identity for Fugue by Sagmeister & Walsh constantly regenerates itself

It’s always good to get word from Sagmeister & Walsh in New York but it took some concentration to get our heads round their latest project. The studio has produced a new identity for Fugue, a platform which “automates the creation, operations, and regeneration of cloud infrastructure” (us neither).

Stefan, Jessica and their team wanted a look that “visualised ephemerality and embodied their core attributes of lineage and elegance” and they also wanted it to feel quite different from stereotypical “tech” graphics.

But the aesthetics are only part of the story; the “science part” (as a famous shampoo brand would have it) comes in its application. “Our logo works like the software does: it constantly regenerates itself while data moves from one point to another. Since the company is about constant regeneration and evolution, we also developed an application that allows them to import any SVG file so they can easily create new patterns and illustrations over time as needed. When you import a line drawing the application automatically generates it in the same language of the logo. The user can then alter the size, speed and density with the application to increase clarity or create specific styles of animations .”

Furthermore the software automatically pulls in music from a user’s library with the logo’s movement altering to reflect the rhythm, and give a neat nod to the brand’s melodious name.

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue

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Sagmeister & Walsh: Fugue