New York-based design firm Sagmeister & Walsh has recently redesigned the identity of mechanical design and engineering firm, Function.
One of the most integral part of building a name and identity for your brand or company is to lure the attention of potential customers and clients. Taking inspiration from the engineering firm's specialty in designing hinge and linkage systems essential for product development, the design studio creates a brand new typography for the company logo using pivots and hinges that are interchangeable and reusable. Using typography, the entire video hinges on the use of linkage systems to create planes, icons and objects. The result is an extremely well-oiled clip, as one image transforms into another image with a swing of a hinge.
It's precisely the clear message and smooth running visual aspects in the video that the design firm Sagmeister & Walsh was looking for: a brilliant and minimalist way of re-branding a firm's identity.