In our sixth year we felt like a live cell therapy, the result was a complete redesign, which merely preserved the name, the font and a color from the old days.

At the heart of our appearance lies a very atypical, generative word-/figurative mark: »LAB« stands for the experimental part of our work, whereas »BINÆR« represents the numerical system, which is the basis for our modern brush, the computer.

A logo ought to be a brand’s visual anchor, which, under consideration of various strict rules, must always be used in the same way to ensure maximum recognition. At first glace, we seem to be tossing this basic rule over board, since our signet changes hourly, generating myriad variations. Yet within the inconsistency lies the consistency. Our logo therefore mirrors an ideal daily routine in which we have to redefine ourselves in order to carry out our projects just the way we do.

The variations are generated by a software that analyses every task in our calender on an hourly basis. These tasks may be for one unconventional experiments, but of course also professional applications and the resulting knowledge. Each task, based on its categorization, generates a certain influence on the logo, either in its »LAB« or »BINÆR« section.

Displaying these influences on a time line results in a logo-animation, which visualizes our atelier’s dynamics.

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