Project
–––
MX Evolution
Project Information
+
MX
Studio/Client
Logitech
Capacity
Creative Director
Collaborators/Motion
Mike Kirwan Julia Percia DavidBen Fearnley
Discipline
Branding Art direction Typography Motion Guidelines
The brief/solution
Our challenge was to evolve the existing MX identity and create something new and iconic that is flexible and repeatable for the MX product range moving forward. Our solution wasn’t a complete revolution, but more of an evolution as Logitech are still building awareness around the MX brand.
We needed to create an identity that was modern and relevant, competing with other major tech brands, i.e. Apple, Google and Microsoft. Our solution was to simplify, and allow the MX Letterforms to be clear, bold and graphic, with the background texture constantly changing and evolving, never standing still.
The textures are unique and take on different shapes, form and colours relating back to the Hero product film and other key assets, whilst also being influenced by the products themselves.
This new flexible system is now being rolled out within Logitech.