Amalgamated Widget,
Brand Identity
YEAR 2022
SERVICE Brand Identity; Environment
SERVICE Brand Identity; Environment
Amalgamated Widget is a museum of consumer technology. Any form of technology that is intended for the general public, including radio, TV, microwave ovens, etc., is considered consumer technology. At the museum, there is a rich collection about the history of technological advancement. Inspired by the technological advancement that has revolutionized our way of life, I hope to inspire museum visitors to revere technology and respect it.
IDEA 01
State of Power ON and OFF
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In order for technological devices to function, it is necessary to turn them on and off when they lack power. This is a defining feature of a technological device. Despite many years of research, it has been proven that perpetual power sources are impossible, which is a solution to generate electricity or energy continuously and infinitely without the use of external sources. Energy cannot be created, it can only be transferred to utilize. Therefore, all machines must have a power source in order to operate, and they will be turned off when it wears out. Taking inspiration from this fact, the identity uses flickering soft gradients.
State of Power ON and OFF
-
In order for technological devices to function, it is necessary to turn them on and off when they lack power. This is a defining feature of a technological device. Despite many years of research, it has been proven that perpetual power sources are impossible, which is a solution to generate electricity or energy continuously and infinitely without the use of external sources. Energy cannot be created, it can only be transferred to utilize. Therefore, all machines must have a power source in order to operate, and they will be turned off when it wears out. Taking inspiration from this fact, the identity uses flickering soft gradients.
IDEA 02
Holy Temple of Technology
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Technology has completely transformed our lifestyle. The lifestyle of people in the 19th century was radically different from that of today. The invention of technology played a significant role in this. Then I asked myself, “Has there ever been another evolutionary event that completely changed our lives?”
In ancient times, humans discovered fire and that was the beginning of all cultural advances. Just as fire was given to ancient humans, technological devices are given to us today. At that time, fire was often considered holy. My idea is to treat technology as holy by putting technology on the same level as fire. To give experience to revere technology, I drew inspiration from Greek mythology. Welcome to the temple of technology.
Holy Temple of Technology
-
Technology has completely transformed our lifestyle. The lifestyle of people in the 19th century was radically different from that of today. The invention of technology played a significant role in this. Then I asked myself, “Has there ever been another evolutionary event that completely changed our lives?”
In ancient times, humans discovered fire and that was the beginning of all cultural advances. Just as fire was given to ancient humans, technological devices are given to us today. At that time, fire was often considered holy. My idea is to treat technology as holy by putting technology on the same level as fire. To give experience to revere technology, I drew inspiration from Greek mythology. Welcome to the temple of technology.
Inspired from 12 Olympian Gods
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In ancient Greek mythology, there are twelve major deities of Greek pantheon living on the top of Mount Olympus. (Zeus, Hera, Poseidon, Demeter, Athena, Apollo, Artemis, Ares, Hephaestus, Aphrodite, Hermes, and Hestia) Through them, the ancient Greeks attempted to explain the chaos of the universe through human nature. Their Gods and goddesses represent different aspects of nature. I then wondered what nature might look like in technology. The essential components that make a technology a technology. I created twelve "Technology Gods" that would live in the temple, Amalgamated Widget, and designed symbols for each of them.
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In ancient Greek mythology, there are twelve major deities of Greek pantheon living on the top of Mount Olympus. (Zeus, Hera, Poseidon, Demeter, Athena, Apollo, Artemis, Ares, Hephaestus, Aphrodite, Hermes, and Hestia) Through them, the ancient Greeks attempted to explain the chaos of the universe through human nature. Their Gods and goddesses represent different aspects of nature. I then wondered what nature might look like in technology. The essential components that make a technology a technology. I created twelve "Technology Gods" that would live in the temple, Amalgamated Widget, and designed symbols for each of them.
