Syntropy / Brand identity
Syntropy are an animation studio specialising in science, medicine, aerospace and technology. Fundamentally their work is about organising complex information using narrative to explain complicated processes, ideas and events.
Working in collaboration with our friends at Proud Creative we created a highly flexible, dynamic identity for use in static and moving image.
The term syntropy can be defined as a force which causes living things to reach ‘higher and higher levels of organization, order and dynamic harmony.’ From the outset we envisioned the identity as being in motion, from a state of chaos to order – an expression of the meaning and a metaphor for Syntropy’s creative process.
The logo is born of an underlying isometric grid which is broken up and disrupted to express flexibility and movement, but in the logo itself the grid comes together to create order amongst chaos.
The identity works in contrast to the highly polished three dimensional look and feel of Syntropy’s work.
The vibrant; almost electric colour palette plays an important part in creating a relationship between brand and content.
A playful tone of voice combined with a distinctive layout style and typography create a very flexible way of communicating both brand and positioning across different sectors.