| Title | MOVE FORWARD |
| Brand | MOOVEL |
| Product/Service | LOGO FOR MOVE FORWARD |
| Category |
A03. Video / Moving Image |
|
Entrant
|
DENKWERK Cologne, GERMANY
|
|
Idea Creation
|
DENKWERK Cologne, GERMANY
|
Credits
| Heiko Keppel |
denkwerk GmbH |
Creative Director |
The Campaign
moovel GmbH is a subsidiary of Daimler AG. Its resolute goal: to radically simplify mobility issues.
To this end, moovel created MOVE FORWARD - a platform where people from all around the world can collaborate and exchange ideas on the major topics and challenges of mobility.
Our job was to create a logo for the MOVE FORWARD platform.
The problem: How do u embody an issue in a logo, if the issue itself is constantly "on the move"?
The solution: Using various data such as CO2 emissions, energy saved, and traffic data from Google, we let the movement itself be the logo.
Creative Execution
We didn’t draw the logo, we wrote it, using this programming language for graphic simulation and animation.
A logo that is fed by real-time data from the user’s actual surroundings: current data on traffic conditions, weather and mobility.
A logo that always shows the way forward. Because it represents a place where voices and ideas are heard, through which things move forward too.
A logo that is never the same, but always unique.
Because it is always in flux, always different.
The MOVE FORWARD live-logo is an ode to the art of Gottlieb Daimler's engineering and his desire for perfection. Based on the principle of "tensional integrity", the logo's calculative structure is visible in the background, while three connecting lines stand out in the foreground, forming an arrow that points forward.
The outcome:
A vibrant live-logo, representing long-term trends as well as conditions at this very moment, whilst always pointing in the same direction: forward.