Modernize Factory Machines: aktor-e's Journey to EfficiencyModernize Factory Machines: aktor-e's Journey to Efficiency
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Markus Zeljak
pro
• 1d
aktor-e: the hyphen that stuck.
The venture explored software that could help factories modernize aging machines and reduce energy use.
The hyphen became the symbol for the journey from old to new: a–e.
My teammate flipped the a into the e. I thought it broke the readability. He said, “Exactly.”
We tested it; I was happily wrong, and the mark stuck. It makes you stop for a second, without making the brand feel loud.
Team: 2 designers (me), 1 motion (me)
Brand DesignBrand StrategyFigma
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