Decelera
The identity is based on the concept of “Movement in Pause”. The briefing stated that the startup-deceleration program was the company’s main communication goal. Round parentheses, almost closing a full circle, refers to the moment when consciousness is free and the mind is ready for creation. This symbol repeats, rotates and multiplies, resembling movement as the identity’s core guideline. Its functionalist personality fulfills ONLINE and OFFLINE demands, while its warmness feature supports the project’s ideals: deceleration, human factor and community.
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