Maxon One Unveils Brand Identity via Honeycomb Geometry
Motion designer Casey Gu creates the Maxon One Brand Expression Film to unify 2D and 3D creative tools through modular geometry.
Stock photo for illustration only, not from the actual event
- Casey Gu creates the Maxon One Brand Expression Film for creative software.
- Modular honeycomb geometry establishes a unified visual identity.
- Led by Leo Hageman, Director of Brand and Creative.
- Connects major tools including Cinema 4D, ZBrush, and Redshift.
Motion designer Casey Gu has crafted the Maxon One Brand Expression Film to introduce a cohesive visual identity across Maxon’s suite of creative tools. The project translates a modular logo system into motion, establishing a visual bridge between products dedicated to 2D and 3D design, motion graphics, and visual effects. Rather than treating each software as an isolated entity, the film explores how distinct visual characteristics can coexist within a shared framework.
Under the leadership of Leo Hageman, Director of Brand & Creative, the new identity brings together tools like Maxon One, Cinema 4D, Red Giant, ZBrush, Redshift, Universe, Capsules, Cinebench, Cineware, and Moves through a consistent geometric language. Its modular, honeycomb-inspired forms provide the structural backbone for this relationship, ensuring continuity across a diverse toolset while preserving room for individual product identities.
Stock photo for illustration only, not from the actual event
For motion designer Casey Gu, the primary challenge lay in transforming the modular visual system into motion while balancing abstraction with product recognition. Utilizing geometric shapes, unique transitions, and rhythmic movement, Gu developed a visual narrative highlighting the signature features of each tool while maintaining an aligned visual language throughout the entire ecosystem.
Developing a brand identity for a diverse software suite ranging from 3D sculpting tools like ZBrush to rendering engines like Redshift requires careful design strategy. Using a modular geometric framework helps users recognize the overarching brand ecosystem while easily distinguishing the specialized functions of each individual application.
Animated sequences extend the logo system beyond static marks, employing movement to express both individual product traits and their collective relationships. Shared geometric elements forge continuity, whereas variations in composition and motion reflect the distinct operational functions of each specific tool.
- Cinema 4D: Powerful modeling, procedural animation, and fast simulation.
- ZBrush: Digital sculpting, modeling, and painting.
- Redshift: The cutting-edge GPU renderer.
- Cinebench: Evaluating computer hardware capabilities.
The project highlights collaboration within the creative team, featuring Leo Hageman as Director of Brand & Creative alongside Casey Gu as designer, animator, and editor. This project was received through the platform's DIY submissions feature, which invites readers to share their original work for publication.
Source: designboom
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