AMENDED AMENDED - PLEASE NO MORE CUBE SHAPES. WE'RE AT AN AUGMENTED REALITY CONFERENCE RIGHT NOW, AND EVERYTHING IS CUBES.
AMENDED BRIEF FOR ALL DESIGN FINALISTS:
+ AT THIS STAGE WE PREFER SOMETHING ICONIC OVER A LETTERFORM (i.e. THE "H" AND "P" ARE STARTING TO WEAR ON OUR BRAND SENSIBILITY - WE'RE PREFERRING SOMETHING THAT STANDS ON IT'S OWN)
+ DESIGN ELEMENTS TO WORK WITH: LAYERING, 3D, AND RECONFIGURABLE LIKE THE MIT EXAMPLE
(THE LAYERING IS INDICATIVE OF THE AUGMENTED REALITY DIGITAL INFORMATION BEING LAYERED ON TOP OF THE REAL WORLD)
WE REALLY APPRECIATE THE THOUGHTFULNESS YOU'VE ALL EXPERIMENTED WITH IN THE LAST ROUND, AND WE HAVE CONFIDENCE ONE OF YOU WILL BE ABLE TO TAKE THIS NEW NEW BRIEF AND SLIGHT TWIST ON OUR REBRANDING AND TURN AROUND SOMETHING VERY CLEVER AND AMAZING.
Heavy Projects is an award winning, global creative studio with projects in Geneva, Moscow, Istanbul, Bogota, Perth, Miami, New York, Brussels, and many others. We build 3D tech experiences, so the brand should convey innovation, technology, art, dimensionality, and spatial interactions. We also would like a brand/logo that can be varied with small changes (position, color, combinations, etc.) - please see the MIT Media Labs logo identity (https://vimeo.com/20250134) for example (not as a direct design request). Please see our website for further works/examples - http://www.heavy.io.
Lastly - we would like the design to be "AR friendly" meaning that it serves well as trigger for AR technology. This typically means geometric shapes with high contrast colors and sharp angles. Gradients and organic/round shapes don't perform as well. I've attached our current "H" icon as an example of something the camera can see very well in augmented reality.
1 - Do certain letters need to be upper or lowercase? NO
2 - Do you prefer serif or sans serif? SANS SERIF
3 - Is there a desired type of the logo? COMBINATION, WITH EMPHASIS ON MARK
5 - Do you prefer any sort of color ? NO, WE HAVE COLOR PREFERENCES OF BASIC RED, BLUE & GRAYSCALE AS A NOSTALGIC REFERENCE TO 1950'S 3D MOVIE GLASSES, BUT PLEASE USE COLOR CREATIVELY
6- If you had to describe your business in one word, what would it be and why? EDGY - WE BUILD AUGMENTED REALITY ARTWORKS DESIGNED TO RE-ENGAGE LOCAL CITIZENS IN THEIR PUBLIC SPACES
7- Who are your main competitors? IMPOSSIBLE THINGS; HOLITION; BLIPPAR; EMBLEMATIC; NEDD; THESE ARE ALL ARTISTIC TECHNOLOGY COMPANIES
8 - What are the strengths of your company? WE DO PROJECTS GLOBALLY, AND DON'T COME ACROSS AS A US/AMERICAN COMPANY BECAUSE OF OUR INNOVATIVE & ACADEMIC APPROACH TO PROJECTS; NIMBLE TEAM
9 - What do you want your new logo to accomplish? UNIQUE IDENTIFIER; CONVEY SENSE OF EXPERIMENTATION & SUCCESS
10 - Which brands inspire you ? APPLE, RED BULL, DJI; HOLITION
11 - What three attributes would you like your target audience to think of when they look at your new branding? EXPERIMENTAL; CREATIVE; RELIABLE
13 - Are there any restrictions to consider when designing the new logo? CANNOT LOOK LIKE OTHER LOGOS IN THE AR/VR SPACE