A moving identity for Koru
A visual identity with no fixed logo. The mark is a rule set: given any photograph, it draws itself from what is already in the frame.
Koru Berlin 2025 film, identity
Koru asked for a logo that would not date. We argued that the problem was not the drawing but the fixedness — a mark that never moves eventually reads as a mark that never changed its mind.
What we delivered instead is a small piece of software. It samples the dominant lines of any image and resolves them into a monogram. Every application is unique and every one is unmistakably Koru.
WAID, design rationaleThe identity is the smallest possible amount of design that still holds.
- Client
- Koru
- Identity
- WAID Studio
- Type design
- Studio Verde
- Film
- WAID Studio
