The idea for the identity was tied in with the inner workings of a fluorescent light tube – a visual element that dominates the personality of the brand and acted as the base for the logotype.
The logomark, depicted as a transparent cube, was constructed around the idea of a four-walled room being an enclosed space where the rage-activity happens. Kinetic fields of ‘dispersing fragments’ encircle both the logomark and logotype that evokes the feeling of movement and action.