Apple proposed to introduce an in-store Start Bar for Apple virgins and so required an identity system that would enjoy synergy with the Genius Bar. Using the rudimentary simplicity of the play button for the Start Bar, the symbol itself then tessellates to become a more complicated form, becoming the Genius Bar.
Moving Brands Concept, Symbol & Identity System, 2010
CapGemini, Peloton Partnership — Identity System
Identity for CapGemini’s bid to provide IT Services for BAA’s UK airports. The given name Peloton Partnership refers to the shape cyclists form in an aerodynamic pack saving energy by slip-streaming. The paper aeroplane inspired symbol represents the peloton form whilst referencing the true nature of CapGemini’s bid.
Moving Brands Concept, Symbol & Identity system, 2010
