Function’s New Identity Created by Sagmeister & Walsh

by . December 1st, 2013

NYC based design studio and think tanks, Sagmeister & Walsh re-designs Function Engineering’s identity.

Yahoo, Gap, Google and Wendy’s are some of the few companies that changed their identities during this past few years. While some are successful and some are met with cold shoulders, one thing that we should take note is that people are now more concerned with the look and feel of the brand’s identity. In this post we are going to look at an amazing logo design by Sagmeister & Walsh, a New York based design studio and is considered as one of the best creative studios in the world.

Sagmeister & Walsh Function Engineering Identity
Sagmeister & Walsh Function Engineering Identity

Famous graphic design studio Sagmeister & Walsh was commissioned by Function Engineering to create a new corporate identity. Function Engineering specializes in mechanical design and engineering for product development. Not only that the company also handles consumer electronics, robotics mechanical, entertainment, computing and industrial computing.

Sagmeister & Walsh Function Engineering Identity
Sagmeister & Walsh Function Engineering Identity

Function Engineering approach the infamous studio headed by Stefan Sagmeister and Jessica Walsh. The team was comprised of Sagmeister who did the creative direction, Walsh took on the art direction and design, Wade Jeffree handled the design and Joel Voelker for the animation.

Sagmeister & Walsh Function Engineering Identity

FunctionFinal from Sagmeister & Walsh on Vimeo.

The team decided to revolved on the idea of Function Engineering’s expertise in design and manufacturing hinge and linkage systems. Using that idea the team decided to create a typographic system basing on the hinge and pivot system. From there, they have created a series of illustrations, icons as well as patterns that they can use in different collateral both in print and online.

What do you guys think? Do you think the logo design is amazing? We would like to hear your thoughts at the comments down below!

Image Credits: Sagmeister & Walsh