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.
- “All I could see was puppets”: Johnny Kelly on his series of sweet shorts for Cheerios
- Melek Zertal's illustrations all feature different versions of herself
- Wyatt Knowles on his DIY approach to poster design
- Jaemin Lee takes on the influence of 80s pop in his illustrative process and aesthetic
- A Pint in London: a new game where the quest is for the perfect tipple
- “There is no value in change for change’s sake”: an exclusive look at Spin's update of Mubi’s visual language
- Get ready for 230 new emojis to confuse your mum with
- Netflix rolls out brand new ident for all its original material
- David Rothenberg discusses his unique portraits of the passengers of planes
- Photographer Nick Turpin captures cars bathed in the lights of Piccadilly Circus
- Byun Young Geun likens illustration to “looking into a mirror”
- Naranjo-Etxeberria designs an identity aiming to cause impact at first glance