A flexible new identity for Fugue
Sagmeister & Walsh moved away from the world of 'typical' tech graphics, to build a constantly evolving and regenerating visual identity and logo
Cloud infrastructure sofware brand Fugue tasked Sagmeister & Walsh with creating elegant branding, that would offer an alternative to the world of typical "tech" graphics.
The software replaces the need for maintenance of long-lived compononents in the cloud with automated regeneration of short lived ones, so Sagmeister & Walsh focused on the importance of ephemerality. The logo works like the software does, constantly regenerating itself while data moves from one point to another. Since the company is about constant regeneration and evolution, Sagmeister & Walsh developed an application that allows Fugue to import any SVG file, so new patterns and illustrations can be created over time, as needed. When a line drawing is imported, the application automatically generates it in the same language as the logo. The user can then alter the size, speed and density with the application to increase clarity or create specific styles of animations based on their needs. The logo application also has a drawing function so that abstract visuals can be drawn in the Fugue language using a tablet device.
The name of the software, Fugue, references music compositions made famous by composers like Bach, Mozart and Beethoven. The creators of the software are former musicians, and so functionalities in the software reference terminology from music. Sagmeister & Walsh wanted to pay homage to this in the branding, so the sofwatre has been developed to also load any music from a user's library. The logo speed and pace alters to reflect the beat of the music. The logos with sound can then be played at trade shows, in the application demo, or online as animations.
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