Microsoft Applied Sciences —
Brand Identity Design


Client: Microsoft
Role: Art Direction & Graphic Design

Microsoft Applied Sciences lab is a research and development team within Microsoft dedicated to creating the next generation of computer interaction technologies. The interdisciplinary group focuses on the synergy between optics, vision, electronics, software, manufacturing technology, materials science, acoustics and signal processing to create novel human-computer interfaces.

Applied Sciences was looking for a symbol that represents the full range of innovations without limiting to a single branch. The symbol needed to be specific enough to communicate their objective but also abstract to represent their overall vision.
The solution I created was a symbol that speaks to their core vision: seamless synergy between humans and machines. The logo is made of a single straight line which ripples into an organic line, symbolizing the synergy between mechanical and organic. The number of lines in the mark echoes the number of letters in the Applied Sciences.

The symbol also reads as a barcode with organic lines. It is robust enough to be scaled and reproduced on different hardware and material surfaces designed by Applied Sciences.

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