Once Adobe’s Illustrator introduced 3D ‘filters’ to wrap graphics around objects, a tsunami of globe-wrapped logos hit the market. AT&T’s logo might be the mother of them all, but like AT&T’s logo, they dilute the notion of ‘global’ which is a term that went out with dark lip liner but for some reason brands seem compelled to demonstrate this tired, meaningless concept to their audience, — or perhaps more accurately, to their Boards.
Bridge Fund Solutions is a technology platform that helps private wealth managers calculate distribution waterfalls, investor allocation and carried interest. These revenue streams are complex and their distribution needs some sophisticated intelligence. This product makes order out of chaos, and grants the wealth manger instant access to very granular and critical information quickly. BFS needed to look smart and nimble. The mark depicts streams flowing into allocations with a targeting within the resulting group of individual distributions. The movement and geometry makes the brand look smart, accurate and dynamic — just where they need to be.
While Adobe’s 3D filters allowed me to sketch dozens of these wrapping movements, the final product needs creative intelligence and some skilled vector drawing to produce a reliable vector logo file from the jagged and buggy filter result.