NotoriusGrey
notoriusgrey_breathe.jpg

Breathe

The visual language assigned to this brand, through the process of rebranding, is based on elements reflecting, mirroring and refracting light. These create numerous layouts, that protrude and “aggravate” the calm and pure typographic forms used, while abruptly interrupting their continuity; reconstructing new forms and shapes. The scope of work spans the entire brand id redesign, including verbal branding, product illustration, packaging, signage, product catalogue layout design, website layout design, social media content, printed and digital campaigns, plus many more.

Breathe

BREATHE is a novel center for preventive medicine.

The research done ultimately led to the state of matter and to the basic states of matter (solid, liquid, gases).

The state of matter is described by comparing the relationship differences of the state of the molecules. Solids are the materials in which the molecules are held in constant positions with each other in space. Liquids are those materials in which the molecules are close to each other but not in fixed positions. Gases are the materials in which the molecules are relatively spaced apart and their position is not affected by the interaction forces of the molecules.

Properties of Gases

_A collection of widely separated molecules

_The kinetic energy of the molecules is greater than any attractive forces between the molecules

_The lack of any significant attractive force between molecules allows a gas to expand to fill its container

_If attractive forces become large enough, then the gases exhibit non-ideal behaviour

This disordered arrangement of the air and respiratory molecules, is what led to the proposed design.

But breathing is rhythmic and the disordered arrangement of air molecules does not reflect this rhythm. On the one hand, the long distances of the air molecules serve as the white spaces needed, on the other hand, the completely random locations of the molecules, move away from the "systematised" and thus solid result, and definitive nature we are looking for in a logo.

Combining the concepts depicted above, delivers a solid, yet “flexible” result to the logotype design, where the name "Breathe" - written in CF Asty Std by Cannibal fonts - has a more free, and not so conventional alignment; but it is "aligned“ within the available space of the “canvas” of a given application each time.

So by working on the word "breathe", you come to realise, that the visual representation of this human function, is only better represented through its semiology.

The logo for BREATHE does exactly what it describes: it expands and contracts, just like the lungs do, the key organ for breathing. Sometimes our breathing is fast, and sometimes it slows down, sometimes it has big intervals, and sometimes very small ones; imitating real life.

As a natural consequence of this, we have the logotype of BREATHE, adapted to each application, with its “flexible” behaviour.