New York style company Sagmeister & Walsh has designed an animated visual identity for cloud software program management brand Fugue that responds to touch and sound (+ film).
Sagmeister & Walsh developed a suite of interactive graphic factors for Fugue, aiming to generate a brand identity that is various from its rivals.
Fugue’s short was for the logo to signify the ephemeral nature of its immediately regenerating cloud software program products.
“When studying about the software, what stood out to us was the value of ephemerality,” explained studio co-founder Jessica Walsh. “Fugue needed us to style a brand that visualised this ephemerality and embodied their core attributes of lineage and elegance.”
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In response, the studio created a brand from a consistently moving series of inky lines and dots in the kind of modern serif typeface GT Sectra, which “pays homage to the calligraphy of a broad-nib pen”.
It alters the speed of its motion in response to the beat of music, and reacts to interaction with a touch display.
Sagmeister & Walsh is a New York-based mostly layout studio that produces brand identities, adverts, internet sites, apps, films, books and objects. Its Fugue technique aids to automatically manage operations and upkeep of cloud infrastructure running on Amazon Internet Solutions.
“Our logo works like the software does: it continually regenerates itself while data moves from one particular point to yet another,” mentioned Walsh.
The design and style studio also produced an app that permits customers to import a line drawing, which is immediately regenerated in the same design as the brand.
The app involves a drawing perform that enables users to create abstract visuals in the Fugue brand design on a tablet gadget.
The designers also designed computer software that loads music from a user’s digital library, and modifications the pace of the movement of the brand to reflect the beat of the music playing.
“The name Fugue, references music composition manufactured renowned by composers like Bach, Mozart, and Beethoven,” mentioned the designers.
“The creators of the software program are former musicians, and functionalities in the software reference terminology from music. We wished to shell out homage to this in the branding,” they added.
The brand can be played with sound at trade shows, where it is designed to stand out against the far more masculine branding of Fugue’s competitors.