The 375ai logomark is a radar. Not a metaphor, the actual product: their devices scan millions of...The 375ai logomark is a radar. Not a metaphor, the actual product: their devices scan millions of...
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Nick's avatar
Nick Zoutendijk
pro
• Jul 17
The 375ai logomark is a radar. Not a metaphor, the actual product: their devices scan millions of cars and objects in real time, so the identity simply names that behaviour.
From there everything pulls in the same direction. A custom typeface tuned for engineering seriousness but warm enough to live alongside consumers. 3D renders that bring the hardware to life. Motion that mirrors the real-time data stream underneath.
Full case is on my profile. Question for the other brand designers here: when you brand deeply technical products, do you reach for abstraction, or point straight at the thing?
brandingbrandidentityBrand Design
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Maty's avatar
Maty Sandoval
max
• Jul 20
To answer your question, I lean toward pointing at the thing when the technical function is genuinely interesting, abstraction tends to work better when the tech itself is forgettable. The radar concept here nails that balance. Did you consider any other literal metaphors before landing on radar?
Ben 's avatar
Ben Designs
• Jul 17
This is a good one
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