Amaze launches unique living brand mark

Amaze launches unique living brand mark

We’re pleased to announce that we have unveiled a new company website and a first-of-its-kind 'living' brand mark.

The fully responsive website and unique brand mark, launched to tie in with our 20th Birthday celebrating two decades of digital innovation, are embodiments of our agency’s founding principles: “To inspire original thinking through a deeper understanding of technology and human behaviour”. The result is a highly creative and image-led design, which showcases the agency’s vast global client portfolio; accessible and engaging across all devices.

Through the creative use of various web technologies, including WebGL and Web-Worker, we have been able to render our ‘living logo’ or brand mark to the screen. Amaze Creative Technologist, award-winning digital designer and programmer, Daniel Brown has taken a key role in developing the mark, using a brand new technical framework, which visualises data created by the agency’s digital and human activities.

A number of watching and listening devices track our employees’ movements in the physical environment and then interface these movements with their digital interactions. The resulting data is translated into a three-dimensional form; a constantly changing ‘living’ visual manifestation of everything the agency does.

The brand mark also has two modes. “Watching mode” where it responds to those observing it, or “listening mode”, where it adapts according to the sounds it ‘hears’. This allows individuals to make a human connection to the mark by speaking to it and playing it music.

About the technology

The three-dimensional form the logo takes is essentially a simulation of a ribbon orbiting the centre. As it moves, different sources of data influence its trajectory – resulting in the visible ‘arms’ that grow and extend.

For example, as the particle reaches an area of space influenced by social activity, a heightened flurry of posts on different networks will result in a larger, more frantic animation at that pole.

The logo utilises WebGL to allow more than ten thousand polygons to animate smoothly even on smart phones, and Web-Worker technology reduces the processor demand while communicating large amounts of data in real time.

Natalie Gross, CEO at Amaze, says: "Our new logo is a tangible representation of everything our business stands for. We are fascinated by the combination of technology and human behaviour, and are deeply passionate about creativity borne out of multi-disciplinary people and teams. The new brand mark embodies both of these values.

“The brand mark also starts to challenge the conventions of a logo being essentially a static piece of artwork or a singular representation of an organisation. Given all of the opportunities for interaction and clever-play afforded to us by digital technologies, we can begin to look at our corporate identities in different ways to make them more effective embodiments of our brand in its fullest sense – telling a story about culture, attitude to innovation and supporting the creation of an emotional connection with our key audiences."

Paul Musgrave, creative director at Amaze, who was responsible for the brand mark’s design, comments: “This is a brand mark born of technology and fed by human behaviour, which mirrors Amaze’s key purpose. We wanted to embody both the strength and rigour of Amaze, which can be seen in the solid white triangular forms of the mark, as well as its creativity and magic, which are demonstrated in the fluid, ‘living’ aspect of the brand mark.

“It is the first of its kind to respond to live data generated by an aggregation of human and digital sources. Its responsive nature means it is constantly changing to reflect the nature of the business. We also wanted the brand mark to have a place off-line, so every presentation and document from Amaze will capture a unique manifestation of the brand mark and every Amaze business card also carries an individual piece of digital artwork, displaying a one-off version of the mark."