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Fast Company WCI

Brand identity

Fast Company is a leading business publication with an editorial focus on innovation in technology, ethonomics, leadership and design. They commissioned Superfried to develop the identity for their World Changing Ideas Awards.

The brief required a 3D style to coincide with their existing award and conference brands. Since a structural form was required I immediately looked for potential symmetry and commonality between the letters. It became apparent that they could all be constructed via six vertical columns, which in turn could be split to convey two planes of a cube.

Since the name mentioned 'changing' it seemed apt that the identity should also convey this message. Inspired once again by my favourite artist – MC Escher – op-art effects were employed to suggest what was occurring at the top, was very different by the time you reached the bottom.

Back lit shading and texture were introduced to enhance the ambiguous forms within the structure. With the 3D form complete, a simplified 2D version was created.