The Power of 3D for Brands & Identities

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The logo or identity is the cornerstone for registering the presence of a brand in our daily lives. We relate to the carefully crafted combinations of shapes, colours, typography and space to trigger emotion, thought and a reaction. Often this reaction can be subliminal; to act on and pursue the desire to use, wear, or be associated with that 'brand'.

Identities do not have to be traditionally static or flat. It is possible, and even beneficial, to invoke an additional level of emergence, by exploring the contours and colour pallet at an even deeper level. Utilising the power of 3d animation as a tool to enhance the creativity of the carefully balanced harmony of a brand and its depiction can offer an enriching level of experience to the viewer.

There are many recognisable brands today that intentionally shape their identity through a 3d image/concept, such as the BT sphere, or the MSN butterfly. Designed with perspective in mind, the possibility to move around these shapes in 3d space allows great creativity when motion is produced. Less common, yet still highly recognisable, are shaded rendered logos such as the Wikipedia puzzle sphere, or the Sony Ericsson orb. These may be rarer styles traditionally, yet they hold as much gravitas as identifiable yet commonplace 2d imagery, and will of course move beautifully with the added layer of shading and reflectivity. With moving content and video on the rise, a brand in motion can hold as much relevance as the static identity itself.

Flat artwork that is transformed into an immersive 3d experience can often challenge the precise nature of the original creation. Working alongside Global Navigations Solutions, we married advanced techniques to bring the pseudo 3d flat identity into a truly 3d world, allowing the viewer to experience the brand at an even deeper level. Driving multiple dots with particles and fluid systems allowed us to create the tranquil feeling of a large vessel navigating the open sea - all in total respect of the balance of the brand identity.

In addition to a logo revel, we produced a selection of looping sequences for global events promoting the brand on large displays and presentations.