SoftKinetic is a company that develops gesture recognition technology. They were launching a new gesture and depth sensing platform and needed to update their brand identity to align with this new offering. The design firm Method created a new wordmark identity for SoftKinetic that used texture and framing to represent gesture statically and implied motion through an optical pattern, expressing the brand's capabilities without using the human form. The refreshed identity successfully represented SoftKinetic's new product offering and company focus on gesture recognition.

1. Case Study
SoftKinetic
Capabilities 2012 1
Friday, February 3, 2012

2. Case Study
SoftKinetic
Aligning an identity to a unique product offering
SoftKinetic is a leading gesture recognition technology company. 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, Method 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 wordmark 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.
Capabilities 2012 2
Friday, February 3, 2012

3. 3
Friday, February 3, 2012

4. 4
Friday, February 3, 2012

5. 5
Friday, February 3, 2012

6. 6
Friday, February 3, 2012

7. 7
Friday, February 3, 2012

8. 8
Friday, February 3, 2012

9. 9
Friday, February 3, 2012