Platform brings many talents together to form a solution, this is what makes up Platform - in a nutshell. The branding signifies these talents with multicoloured squares which are brought together to make up the logo and branding. The squares also form a 'platform' shape.
The main logo is ever changing and diverse. The number of squares and the colours are constant, but they rearrange from letterhead to business card to website etc., so it'll always look the same but is dynamic and evolving - just like Platform’s work.
This logo is for a completely fictitious architecture studio called Lucid Form Architecture.
The icon is based on an optical illusion of a cube within a cube. Primarily, the form depicts a big cube, made of wood walls and metal-plated top surfaces, with a notch cut out of the center, resulting in a 3-D "L" shape. However, the longer one looks at this, perception begins to shift, resulting in a couple of different interpretations: 1) a small cube with a wooden wall and metal-plated bottom, in the corner of a room, hovering near the top of a tiled ceiling; 2) a room, tilted 90° clockwise, with hardwood floors, tiled walls, and a cube with a wood countertop and metal-plated side on the floor in the corner. This perception shift is important to the name, because it presents an ironic twist. To make "lucid" means to make clear, and while the icon seems to initially baffle and confuse, it ultimately encourages the viewer to challenge his or her preconceived notions of "perception." So too is the Lucid Form methodology for creating seeming impossible structures.
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