Amaze, a digital technology and experience design firm, has developed a unique brand mark for itself. By applying various web technologies, including WebGL and Web-Worker, the firm renders its “living logo” or brand mark to the screen. Amaze digital designer and programmer, Daniel Brown, is credited with the key role in developing the mark, using a new technical framework which visualizes data created by the agency’s digital and human activities. A number of watching and listening devices at the firm’s Chicago, London and Manchester offices, track employees’ movements in the physical environment and then interface these with their digital interactions. The resulting data is translated into the 3D form – a “living” logo, which represents what’s going on at the agency. In essence, the logo is a simulation of a ribbon orbiting the center. As it moves, different sources of data influence its trajectory – resulting in the visible “arms” that grow and extend. The technologies employed enable the logo to animate smoothly and adjust to the data in real time.
The brand mark has two modes: a watching mode lets it responds to those observing it and a listening mode adapts according to the sounds it hears such as speech or music. Paul Musgrave, creative director at Amaze, notes: “This is a brand mark born of technology and fed by human behavior, which mirrors Amaze’s key purpose … 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 business card also carries an individual piece of digital artwork, displaying a one-off version of the mark.”