Singularity
Adaptive logo, identity, motion graphics, and illustration for a strategic branding agency based in Findlay, OH.
The Center of the Brand
With the studio being named after the center of a black hole where space and time are infinitely distorted, exploring the uniqueness of this mysterious space phenomenon is at the core of this brand’s identity.
We found the name Singularity also heavily implies our relentless goal to make work that is as distinct and singular as the people we work with.
With only one photograph ever documented of a black hole, researching the appearance of one provided an exciting challenge. We were, however, able to gather a considerable amount of info based on written research and computer generated renders.
“This particular angle of a black hole was selected primarily because it subtly hints at an ‘S’ form.”
Space & Time
The appearance of a black hole changes based on which angle you are looking at it. I thought that instead of selecting amongst the most commonly seen depictions, we’d instead focus on expressing the variability in its form.
We selected one view to be the primary logo and the rest were kept as additional illustrations to be used over time in our print and digital spaces. This particular angle of a black hole was selected primarily because it subtly hints at an ‘S’ form.
FLASHING LIGHTS
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WARNING
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FLASHING LIGHTS • WARNING •
Variable Logo
The logo was first hand-drawn on grid paper to ensure mathematical precision was present where it was needed. I then recreated the logo in vector form with every curve and spacing being based in mathematical or optical truths, tweaking the details as we saw fit to make the form more attractive.
From there, we created a sophisticated system of logos based on exact pixel sizes so that the line weight and spacing remained consistent between applications. We wanted to be prepared for anything and everything so we created a simple algorithm to translate print sizes to digital sizes: PRINT * 2 = DIGITAL. The comprehensive system includes anything we would ever need in a branding application from billboards and jumbo-trons to postcards and social media avatars.
“we created a sophisticated system of logos based on exact pixel sizes”
Vector Celestials
I expanded the design language of the logo into a set of 100+ celestials made entirely of line segments. Each graphic was exported in both black and white and can be easily manipulated non-destructively to create even more variations leading to essentially infinite iterations.
The graphics were created to allow for expressive application of our brand at minimal print costs for internal documents.
Color Spectrum
Black and white logos will only go so far in marketing in the digital age so we devised a vibrant color palette.
I created a system of fictional planets built from scratch and solarized textures to be laid over top of the logo as if a gas was flowing through it. We drew inspiration from both sci-fi movie graphics as well as scientific visualizations of space phenomena.