"SoftKinetic is a leading gesture recognition technology company. In 2011, it was launching a new gesture-based, depth and dimensional sensing image platform to its product offering. Its brand identity had to align with this new offering. When developing SoftKinetic's refreshed identity, we looked to new metaphors for gesture, moving away from the accepted principle of the human form. Instead, we aimed to create an identity that invited gesture and responded to it. The resulting identity is a wordmark connected by texture and frame. Used together, they are able to indicate gesture statically. We integrated the idea of kinetics through an optical pattern that was malleable and gave the impression of motion and interaction to express the brand. Applied globally, the new SoftKinetic brand identity represents its offering and communicates the core of the company."