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Chapter ONE. the art of motion graphics > Razorfish WORKING THE GLOBAL VISUAL L...

Razorfish WORKING THE GLOBAL VISUAL LANGUAGE

Razorfish is a leading provider of digital media content with offices all over the world. For them, the global visual language is very pertinent. I have had the pleasure to enjoy a long relationship with this company, so when they approached us with the request to help them with some early concepts for their corporate presentation, we were only too happy to help. With offices in Amsterdam, Boston, Hamburg, Helsinki, London, Los Angeles, Mannheim, New York, Oslo, San Francisco, and Stockholm, they can't really rely on big blocks of English text to communicate their message quickly across the board.

One key message for Razorfish is "Everything that can be digital, will be." This is a very complex message, not easily communicated without text. Our solution was to create a series of iconographic symbols: the house, the man, the camera, the hand, the computer, the phone. We then meshed these elements with a motion symbol we developed that served to represent "digital change." The change symbol spins and—with its motion—converts the eye icon into a camera, the camera into a computer, the computer into a handheld, and so forth.


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