SFX is an hybrid label founded by Alessandra Leone & Zoë Mc Pherson. After collaborating on multimedia String Figures [SF01] project, the label will build on this foundation, continuing to develop and release objects and experiences across various mediums.
SFX is an opportunity for the two, to fully embody their creative vision whilst building bridges between, and for practitioners working at the intersection of different creative fields.
a flexible identity. Animated.
A variable, flexible logo/identity, with multiple variations of an initial design, to constitute SFX’s dynamic and shapeshifting identity. It reflects the creative concept of the hybrid label.
I processed the SFX logo designed by Ciaran Birch, using an iterative algorithm for random sections removal and image inpainting. This identity undergoes a carefully designed manipulation process, where some random variables open up to unexpected outputs. More then 6k images have been created during the experimentation phase, and about 25 (for now !) made it to the final logo designs selection.
The logo animation, on Zoë Mc Pherson's sound design, is done by simply sequencing all the images extracted in a meaningful way.
Animation and logo variations*** Alessandra Leone
Sound*** Zoë Mc Pherson
Logo Design*** Ciaran Birch