Bruce Mau Design

A kinetic identity with a sense of movement

NAi: A kinetic identity with a sense of movement

BMD was commissioned by NAi to develop an identity system that would offer designers maximum freedom for interpretation and experimentation. We created a standard yet flexible identity able to maintain consistency while
communicating the diverse activities and ambitions of the NAi.

BMD developed the logo by projecting the image onto a range of different surfaces and materials. The projections, with their dynamic contours, achieved a sense of movement and transformation. The colour strategy was inspired by Gerhard Richter’s painting, 1024 Farben, (1024 Colours, 1973). The result is a fully kinetic identity that reflects the complexity of the NAi’s program.