Popular Mechanics is a magazine of popular science and technology. With a century-long history of presenting complex problems and concepts in intelligible yet interesting manners to the general public, it gained great popularity in mid-age males in the U.S. as traditional media. In today's transformative world, the brand needs to provide the audience of future generations with a more versatile experience both physically and digitally to continue their mission of inspiration for the next century.
Based on the concept of subdivision and unification, the new identity system begins with a single dash, called Component. Like a pixel or an atom, a Component can be paired with other ones and arranged to form a more complex system. Everything is a Component; everything consists of Components. The core of the identity is a generative design system written with Processing. Based on the different inputs, the system controls the Components into a typeface, a pattern, or a piece of animation. Any content can transform to fit in the identity system, which becomes a visual interpretation of PM’s mission—to discover the underlying stunning mechanics in everything.
The new identity system is both expressive and versatile. It has the ability to host the wide diversity of Popular Mechanic's contents while communicating the very core idea of the brand's mission. The new approach lays the foundation for the historical brand to keep on thriving in the digital future.