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The software company Fugue automates cloud infrastructure. It replaces the need for maintenance of long-lived components in the cloud with automated regeneration of short-lived ones. Fugue wanted Sagmeister & Walsh to design a brand that visualized this ephemerality and embodied its core attributes of lineage and elegance. The company also wanted to depart from the typical tech graphics. The logo works like the software: it regenerates itself while data moves from one point to another. Since the company is about constant regeneration, an application allows Fugue staffers to import any SVG file so that they can easily create patterns and illustrations over time. When you import a line drawing, the application automatically generates it in the same language of the logo. The user can then alter the size, speed and density and create specific styles of animations. The logo application also has a drawing function so that users may draw abstract visuals in the Fugue language on a tablet device. The name of the software, Fugue, references classical music by composers like Bach, Mozart and Beethoven because its creators are former musicians. The software itself works like a musical fugue. To pay homage to this in the branding, the software also loads any music from a user’s library. The logo speed and pace alters to reflect the beat of the music.

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