We began with a notion that has always been central to Fractal's ethos. As articulated by Agent Smith in the movie "Matrix," Fractal's philosophy echoes: "Never send a human to do a machine's job." Essentially, this highlights the belief that humans possess boundless imagination and potential.

The brand has evolved into a realm of imagination, with three circles symbolizing endless possibilities. By subtracting drudgery and augmenting meaning, the brand expands the capacity for new human endeavors through AI-powered solutions.

These three circles are now being unleashed as core brand elements, brought to the forefront of the brand's identity. As the simplest geometric shapes, circles allude to multiple possibilities. This evolution has resulted in an expansive, flexible design system centered around the circles—creating a striking and bold element that is uniquely ownable in all communications.