Sagmeister & Walsh has created a stunning brand identify for Fugue, "a new software that simplifies the creation, operation, and regeneration of cloud infrastructure," explains Fast Co Design. Embracing a calligraphic typography, the brand steps away from typical security tech looks for something entirely attractive and modern.
As though inspired by the recent Sonos logo redesign, Sagmeister & Walsh's Fugue logo is also animated. Yet its movements change based on user data. Sagmeister & Walsh reveal, "We wanted to design a brand that visualizes the functionality of the Fugue software. We did this through dotted lines that are constantly moving and regenerating in space to form the Fugue logotype." Both the name and the look of the software brand is inspired by art and music.
Why This Trend Is Growing
- Animated Brand Logos
- The use of animated logos that change based on user data presents an opportunity for companies to create dynamic and engaging brand identities.
- Calligraphic Typography
- The use of calligraphic typography in branding allows businesses to stand out by embracing a more attractive and modern aesthetic.
- Functional Visualization
- Brands that visually represent the functionality of their software or product through design elements like moving and regenerating lines can provide a unique and memorable user experience.
Industries Being Reshaped
- Software Development
- The software development industry can explore the use of animated and visually dynamic brand identities that reflect the functionality of their products.
- Graphic Design
- Graphic designers can incorporate calligraphic typography in their branding projects to create visually appealing and modern brand identities.
- Cloud Infrastructure
- Companies in the cloud infrastructure industry can leverage functional visualization techniques in their branding to communicate the benefits of their products to potential customers.
