The ephemeral logo

New York – Design firm Sagmeister & Walsh has created an interactive logo for software product Fugue.

• Branding is a departure from typical technology graphics
• The logo reacts to imported SVG files and music 

A product of US software company Luminal, Fugue automates the regeneration of Cloud infrastructure to negate the effects of storing data in one place for long periods. Sagmeister & Walsh wanted to reflect the ephemerality of the Cloud in its branding, resulting in a linear, elegant logo that changes shape based on the movement of data. ‘Our logo works like the software does: it constantly regenerates itself while data moves from one point to another,’ explains the creative agency. The logo application also has a drawing function so that users can create abstract visuals in the Fugue language on their tablet devices.

The Big Picture: Digitally native consumers are used to being able to swipe and hack their way around online worlds. Think about how your brand can create an entirely intuitive offer that appeals to the Generation D tribe.