Synthesis
Corporate Rebranding
Brand refresh for a product and brand strategy company that uses Human Centred Data Science to research and analyse market trends. We redesigned Synthesis’ brand identity to more accurately reflect their ethos on humanising data science to better understand the world.
To create the logotype, we had to reexamine the brand to create a more recognisable identity and framework that better infuses and incorporate two elements of what they do; namely ‘Human’ and ‘Data’. The former is organic while the latter is precise and accurate – they are fundamentally different yet inseparable.
Building on the core concept of the company’s ethos of humanising data science and the inseparable relationship between ‘data’ and ‘human’, we further developed the logotype by having the circle and square shapes of the letter ‘i’ morph into each other in a slow, subtle and seamless animation.
The Secondary Graphics (Scribbled Letters) are created through a typography exercise with the Synthesis’ team and adapted into animated GIFs. Letters of the alphabet and numerals etc. are ‘filled in’ based on different human emotions. The font used is ‘Public Sans’, a neutral Sans-serif typeface.
Highlighter Strokes are a separate supporting set of graphics that are created in line with the concept for the overall Secondary Graphics system.
Their main function is to draw attention to important words or keypoints, with a humanistic touch.
