New Logo and Branding: KineticaPosted: July 2, 2012
Kinetica is an international industrial design studio located in Santa Catarina, Mexico, that specialises in non-standard architectural projects. Their identity, created by supermodernist design agency Face, utilises a bold black and yellow colour palette, a simple logo-type and a grid based collateral layout to create a clean and contemporary interpretation of heavy industry infused with architectural references.
“Kinetica is an ingenious industrial design bureau offering custom solutions for non-standard architectural challenges. They work with top-level international, national and local architectural firms to develop the most obsessive and mind blowing industrial firms. Face redesigned the brand from head to toe, from their manifesto, their DNA and their way to communicate through words and images.”
“Kinetica’s identity is based in the simple concept of modular grids with movement. The only generic and geometric shape that we use is a circle. Modern design, bright colour, Swiss typography and grids create an industrial yet classy atmosphere.”
- Taken from the Face website
I have never had a problem with Helvetica logo-types when utilised alongside other communicative brand assets (as it was originally designed to be neutral) or where the practical philosophy of the typeface resonates well with the brand. In this case, while minimal, I think Face has managed to deliver a solution that appropriately reflects the company’s industrial nature, architectural relationship and manages to build on Max Miedinger’s Bauhaus influences with a neat combination of grids, consistent non-hierarchical typesetting, a restrained two-tone colour palette, die cut detail and geometric pattern.
The logo-type has been really well executed with a good eye for pairs and letter-space, avoids any superfluous character adjustments and has a lowercase egalitarianism that makes it appear solid, practical and democratic (perhaps a reference to equality and collaboration across all design disciplines). Plenty of space, geometry and basic material choices across the collaterals builds on Konetica’s architectural specialisation while the pattern across the business cards introduces a subtle sense of movement, from randomness to uniformity (implying pragmatism and process), and a modular technical quality.
More identity work from Face:
Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.