One of the objectives of the brand origination process in this case was that the resulting logo device could be easily ‘smashed’ into three composite elements.

The idea was that we could then re-combine these to provide a distinctive language of shapes in future pull-throughs. The result of this approach can be seen in the business card and CD-label and creates a more dynamic and playful corporate identity. Two additional tones of grey were incorporated to create depth. For the building signage, the reverse standard was applied for maximum exposure.