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.