For FrameFlux, the question was whether we should show how the company came to be, or to define the direction of its future. The images below show their initial logo before securing funding. The team was attached to this graphic as it was symbolic of their growth in the space.
After a deep interview, I filtered the excitement down into three paths we could explore:
- The asterisk was a homage to ‘the first logo’ and a nod to the original use of asterisks in Computer Science to denote wildcards
- The story of the ant is the inspiration behind the idea of modular structures when the founders developed the first prototype in university
- The modular framework is a play on the ‘F’ monogram made into a modular structural unit, a literal depiction of their product
I tested many iterations, working with FrameFlux to understand what metric or framework we should use to measure the success of a logo.
This was one iteration where the potential for animation, the memorability and reactivity (adaptability) were ranked according to the average of all the team members.
In one of the later iterations, we had decided that the modular aspect of the product was pivotal to the company’s brand. I studied the 3D model of the truss as well as documentation they had to understand how the product worked, how it moved and how it scaled.
The result of which can be seen with the visual system of nodes and lines.
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Initial logo shown below:
The idea behind this graphic was how one truss (triangle) could form different curves in multiple directions
