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SoftKinetic 2012 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Business-Professional Services, Recognition Technology, Image Sensory, Gesture-Sensing
Below: Before and After Images in Slide Show, Summary, Credits

• Videos Below Slide Show •

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Industry Setting
SoftKinetic is the leader in gesture recognition, covering the full technical spectrum from hardware to middleware. Their recognition technology can detect people and their motions and gestures with amazing precision.

In 2011, they were launching a new gesture-based, depth and dimensional sensing image platform to their product offering. Their brand identity had to align with this new offering.

When developing SoftKinetic’s refreshed identity, we 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.

The resulting identity is a word mark connected by texture and frame. Used together, they are able to indicate gesture statically. We 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.


Client: SoftKinetic -

Brand Strategists/Designers: Method -
Design Lead: Ryan Lee
Lead Design Technologist: Bradley Griffin
Principal: Marc Shillum


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