Watch these marks, as they seem to rise out of a deep fog to expose themselves to the public. Whether in the process of coming or going, the viewer can be assured there is transition afoot. These marks are defined by gradient that takes an image and slowly allows it to sink into the page as it brakes from 100 to zero. Though it’s easy to imagine these living against a black or colored background, there is a freshness that seems to make white the field of choice. This lightness signals new beginnings and virgin opportunities and offers up an ideal sense of place.
These gradual fades only work if the designer is willing to reveal enough of the design bones to allow the consumer to complete the missing picture. This mark for Be! Five Branding, composed of a series of five sequentially vanishing circles, works because even the quarter circle alludes to enough of its former self. Even letterforms let themselves get caught early enough in a vanishing act to be fully identified. I note the circular marks remind me a bit of the “loading” animations that rotate onscreen. Not sure that’s a smart device to associate with an identity. My encounters with these usually leave me wondering if I’m committed enough to the promised forthcoming content to stick it out or click off.
 JULIAN THOMAS PECK | BRAND-CRAFT, BRAND-CRAFT |
 STORIENCE, EBC |
 BRANDFORMA, SIMPLY ANALYTICS |
 BE!FIVE BRANDING & IDENTITY, BE!FIVE BRANDING & IDENTITY |
