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, animated logo and patterns which were then utilised in print and online.

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.

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