Centrar

Logo Approach

After creating a moodboard and gathering inspiration, one particular brand caught our attention: Twelve Labs. As a company focused on AI-powered video, its logo, a horse, immediately raised a question: What does a horse have to do with AI and video?

‍The answer lies in one of the earliest milestones in the history of motion. In 1878, photographer Eadweard Muybridge created the famous sequence of a galloping horse.

‍That’s when we knew that we had to create something meaningful for Centrar. We had to tell a meaningful story.As we explored Centrar's role in helping brands navigate an increasingly complex marketplace, we arrived at a key insight: in a world shaped by interconnected consumer behaviors, category dynamics, and cultural trends, even the smallest shift can create a significant impact.

‍This led us to two conceptual territories that captured this idea perfectly: the Domino Effect and the Butterfly Effect.

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Logo

The concept is based on the butterfly effect

‍— the idea that small movements can produce significant downstream consequences.

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Brand Elements

While thinking about the brand elements, we realized that the logo had different parts that we could take advantage of and use as the base for a brand element.

A tiny element of the butterfly unfolds into a constellation of possible outcomes—just as a single market insight can shape what happens next.

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Based on this single element, we developed two pattern systems that visualize data, connectivity, and movement.

Each pattern represents the relationships between data points and how information flows, spreads, and creates impact across a connected ecosystem.

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A series of graphs complements the brand's visual language, transforming data into a distinctive and recognizable graphic system.

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