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Function Engineering designed by Sagmeister & Walsh

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Logotype for Function Engineering designed by Sagmeister & Walsh

Function Engineering is described by Sagmeister & Walsh, the design studio behind their new brand identity, as specialising in “mechanical design and engineering for product development within, but not limited to consumer electronics, computing and networking, mobile, medical, robotics, entertainment, commercial and industrial equipment.”

Narrowing in on Function’s expertise in designing hinge and linkage mechanisms, Sagmeister & Walsh designed a new typographical brand identity system based on a pivot system that was then expanded into a series of icons, illustrations, and patterns which were then utilised in print and online.

Logo for Function Engineering designed by Sagmeister & Walsh

While the overlapping modular elements of the typography, mark and iconography are a familiar aesthetic it has been incredibly well executed with an expansive and consistent quality, and a more unusual shading and transparency detail that gives it a subtle sense of depth and an almost x-ray sensibility – enhanced by what looks like a neat white ink on black substrate – reflective of the three-dimensional world of engineering and the way in which engineers check for very small faults. This mechanical utility is tempered slightly by an almost Meccano-like quality of rounded terminals and an on-trend mono line weight throughout, adding an accessible and subtle technological dimensionality.

Icons for Function Engineering designed by Sagmeister & Walsh

Icons for Function Engineering designed by Sagmeister & Walsh

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Logo and stationery for Function Engineering designed by Sagmeister & Walsh

Logo, patterns and business cards for Function Engineering designed by Sagmeister & Walsh

Logo and business cards for Function Engineering designed by Sagmeister & Walsh

Staionery for Function Engineering designed by Sagmeister & Walsh

Creative Direction: Stefan Sagmeister
Art Direction & Design: Jessica Walsh
Design: Wade Jeffree
Animation: Joel Voelker

Logo and website for Function Engineering designed by Sagmeister & Walsh

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  • Diego Froidmont

    Black and white Skillshare logo ?

    • http://wwww.bpando.org/ Richard Baird

      As I wrote, it’s a familiar aesthetic but there’s a lot to this beyond just the build of the logotype.

      • Diego Froidmont

        I agree with you and your review is excellent like always. The white ink on paper is beautiful. But if I was Ed Nacional, I would find this a bit too similar to Skillshare, not only familiar.

        • http://wwww.bpando.org/ Richard Baird

          My apologies, I completely missed the gear, I only noticed the logotype. Thanks for adding it to the article.

          It’s certainly worth comparison and an interesting contrast of analogous and more literal approaches.

        • Kim Boe

          Is that their primary logo, though? They have a handful of badges with the same layout, ones with the gear, a heart, speech-bubbles, etc. Not saying there isn’t a similarity.

  • Joao

    As fan number one of the duo Sagmeister/Walsh, I can say this: dislike.

    • http://wwww.bpando.org/ Richard Baird

      Why don’t you like it?