Pony repositioned Smartstream, moving it from a traditional fintech provider and towards a contemporary data and AI business, reframing its narrative around intelligence, scale, and forward momentum. This reframing can be seen in the logo, with positive space framing the negative and creating an ‘S’. Today, what the logo can do in motion is also important. Here, it splits apart into four components and used as a framing device. That relationship between positive and negative space, what sits within, is nice dynamic to play with in motion and as a broader device across the visual identity and touching on notions of scale and momentum as it expands.