XR

Our identity for XR foregrounds purposeful momentum, enlightened performance driven by insight. We channeled a diverse array of tones — modernist aesthetics inspired by fashion & skincare, film culture and research consultancies. Language itself also becomes a design object, with graphic repetition signaling vast momentum, and extended reach.

With XR, we had a unique opportunity: to craft a logomark and identity system around an “X”, a letterform that is as striking as it is versatile. Starting with a middle-weight stroke, we softened its radii and used this foundation to shape the accompanying “R”. Animations see these weights thin and thicken slightly, as if breathing — making the mark seem alive and intelligent. As a transitional asset, we also developed a lockup with a full “Extreme Reach” wordmark.

A highly differentiated approach to color makes XR instantly recognizable. It’s as bold as it is warm, with an almost analog, tactile feel. Photography features people in motion, with an accentuated blur to underscore dynamism and forward momentum.

The expanded identity system uses dynamic, generative patterns to create a variety of motifs and textures — composed of language and letterforms — all of which speak to the brand’s forward momentum. To accomplish this, and to equip the XR team with the capacity to scale their brand quickly and consistently, we developed a custom tool that generates on-brand patterns with very minimal input.

Featuring the enlarged letterforms of our logomark’s “X”, this supergraphic is a versatile framing device at a variety of scales; and aside from its unique aesthetic qualities, it also offers an important strategic function: building deeper equity and recognition for our newly abbreviated brand name.

Video, UI, and animation tell the story of a whole process — from ideation to outcome — that XR understands and facilitates. Graphic elements overlaid on video give the feel of insightful annotation.