Online motion responsive Kin logo
Gives a sense of studio activity online

I have been experimenting with the repurposing of existing brand assets such as logos to represent meaningful information about a company.

However, I am looking at how adaptive branding can respond to the internal and more informal personality of a company as opposed to the community that it serves.

Its nice that and Kin are two examples of organisations that represent the shift towards externalisation and the adoption of a more casual and in some cases colloquial tone of voice.

In a further project I will explore the use of grammar and everyday language in adaptive branding. This project is a first step in experimentation with externalising a companies personality.

The logo reacts to different threshold of movement from 8 motion sensors placed in defining locations around the Kin studio. It acts as a top down floor plan and the list of locations to the right of the logo represents this vertically. The logo moves towards the studio location that is triggered in the list.

The quantity of movement changes the colour of the logo through the HSB colour range in the same way that energy is added to an energy store in an ecosystem. The energy, or colour in this case, is retained for longer than it takes to input and so it gradually returns from red to cyan. This gives the observer a sense of how long ago there was movement and whether there was a lot of movement or not.

For example if the logo is still cyan but moving a lot, there was probably not a great deal of movement before this instance of motion as the energy store had enough time to return to it's default value. Lines are used to represent the overall quantity of movement in each location throughout the day.