Our first step was to move away from the overly used and somewhat stale 'masculine tech' style that Radeon and its competitors had adopted and instead focus on a more minimal and clean approach.
We did this by realigning Radeon with companies in the consumer tech market; companies such as Google, Nest or Apple. It meant a simple wordmark with a hidden element, subtle design direction that included minimal layouts and a stripped back colour palette with lots of white space to allow the content to breathe.
We also wanted to position Radeon at the forefront of design trends adopting a progression of Flat Design called Material Design (or Flat 2.0). We did this by utilising bold colour choices, edge-to-edge imagery, large scale typography and lots of intentional white space, which typify this approach.
We looked at nature to inform and provide a foundation for the logo design. The letterforms were constructed from a pattern known as the Flower of Life, this geometric pattern underpins a variety of structures and shapes found in the natural world. At the core of this pattern is a perfect cube. Just as the pixel (another cube) is the building block of computer graphics. This became an important aspect of our design direction.
The pixel became our building block and informed the characters found within the logo, the monogram, product nomenclature as well as image art direction.