SoftKinetic

SoftKinetic, a leading gesture recognition technology company, creates some of the most exciting gesture-based platforms for consumer electronics and professional markets. Their goal is to transform how people interact with the digital world.

Challenge
SoftKinetic was aiming to launch a new gesture-based, depth and dimensional sensing image platform to their product offering. Their brand identity had to align with this new offering.

Approach
When developing SoftKinetic's refreshed identity, Method looked to new metaphors for gesture, moving away from the accepted principle of the human form. Instead, we aimed to create an identity that invited gesture and responded to it.

Outcome
The resulting identity is a wordmark connected by texture and frame. Used together, they are able to indicate gesture statically. Method integrated the idea of kinetics through an optical pattern that was malleable and gave the impression of motion and interaction to express the brand. Applied globally, the new SoftKinetic brand identity represents their offering and company core.

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