What will the future look like? The Croatian Bruketa&Žinić&Grey Agency has tried to answer this question by designing the visual identity for Komunikacijski laboratorij Agency and their Future Tense Conference to be held on 2 October in Zagreb. The conference will feature leading global futurologists Morgaine Gaye, Gerd Leonhard, Aric Dromi and David Birch, addressing the issues concerning the way we will live and work in the future.
We can only speculate about the future and thus the visual identity of the Future Tense Conference is not fixed that is it has a continuously and infinitely shifting shape, depending on the use of specific words and phrases on Twitter. Some of the hashtags affecting the shapeshifting visual identity are: future, business, foresight, innovation, change, machine learning and sustainability.
“Instead of a classical logo we have designed and programmed a bot visually represented by two robotic eyes,” explains Mirna Ptiček, Art Director at the Bruketa&Žinić&Grey Agency, adding: “The bot has an ongoing and direct reference to active hashtags on Twitter and accordingly constructs and deconstructs the vision of the future, translating the hashtags into its own symbolic graphical language. None of the visions is finite or accurate and thus the bot is continually active and visually unique at any given moment. The animation starts with the wireframe cube rotation taken apart by the bot, seeking answers beyond of what’s known.”
Nikola Žinić, Chief Creative Officer at the Bruketa&Žinić&Grey Agency said: “Using this visual identity we as an agency have also put ourselves in the position of a futurologist and have given an answer to the question concerning our vision of visual identities in the future. We see them as dynamic and shifting in line with the data collected in different ways. In this particular case we have picked Twitter as a source of data in the form of specific hashtags the frequency of which affects the appearance of the logo making it never the same. It is difficult to predict the future, and similarly it is difficult to predict the shape of the Future Tense logo.”
The Future Tense Conference is a project authored by the Croatian Komunikacijski laboratorij Agency the intention of which was to make the Croatian business community consider the potentials of applying futurological predictions in business.
Case Film:
Komunikacijski laboratorij / Manuela Šola (Director), Marina Gugić (Project Executive), Krešimir Dominić (Planning and Development Director), Kristina Gotovac (PR Senior), Damir Jakopčević (Content Creator)
Bruketa&Žinić&Grey / Nikola Žinić (Creative Director), Mirna Ptiček (Art Director), Valentina Bugarin (Account Director), Marko Zabrdac (Account Executive)
Ejla Miletić, Eman Ahel (Collaborators)