Interact with this ‘living brand mark’ from Amaze

Agency's 20th anniversary prompts development of fully responsive logo and website fed by human behaviour

Digital agency Amaze has created a unique 'living' brand mark, launched to accompany its new website.

Rendered using technologies such as WebGL and Web-Worker, the brand mark visualises data created by the agency’s digital and human activities.

Via a number 'of watching' and 'listening' devices, Amaze captures the data relating to movements in the physical environment and then interfaces these movements with the digital interactions of employees.

The resulting data is translated into a three-dimensional form; a constantly changing ‘living’ visual manifestation. The end result is a visual, three-dimensional depiction of everything that the agency does. 

Visitors can also interact with it online via their device camera and microphone. Try it out here.

The new brand mark and website coincides with Amaze's recent 20th birthday and celebrates two decades of digital innovation.

Amaze's creative technologist and award-winning digital designer and programmer Daniel Brown had a key role in developing the mark, using a new technical framework to handle the data.

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 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. 

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.

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Natalie Gross, CEO at Amaze, said,"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," continued Gross.

"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." 

“This is a brand mark born of technology and fed by human behaviour, which mirrors Amaze’s key purpose," said Paul Musgrave, creative director at Amaze, who was responsible for the brand mark’s design.

"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.

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Musgrave continued, “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.”