Sons & Daughters ID celebrate binary coding in their systematic identity for software company Inion
“For the wordmark, we used FF Mark,” Lithuanian creative studio Sons & Daughters ID’s Adomas Jazdauskas tells us, opting for HvD’s geometric sans serif to lead the charge in their systematic identity for photovoltaic software company, Inion. “We also made some light adjustments for the letter ‘i’ by removing the tittles,” Jazdauskas continues, revealing the foundational concept behind the brand; binary coding. Subverting the somewhat dry associations one may have of code, however, Sons & Daughters ID took to introducing an abstract system throughout the identity, bringing the software and hardware-based background of the brand to the forefront and, in doing so, celebrating it.
The literal and figurative beauty behind the coding system manifested not only in a bespoke pattern-generating tool for Inion to implement across its digital and physical outputs but also in an equally systematic approach to colour. Created without the need for a single hero hue – Jazdauskas explains, “as Inion is working with renewable energy, we wanted to use colours that could be found in nature,” wanting to embody the natural spectrum of powerful colours whilst avoiding the industry’s expectations. “We didn’t want it to be only green, which is often used in this industry,” he continues, “so we added colours like blue and orange to give more contrast and variety to the identity,” providing a robust foundation, and the basis for the identity’s surrounding aesthetics.
“Inion’s supporting typeface is Gerstner Programm,” he detail, “which has a perfect blend of a Swiss design feel and uniqueness for this project,” similarly matching the pragmatic yet engaging tone by including 3D illustrations. “During the creation process, we saw a lot of blueprints of the product and the Inion system,” Jazdauskas recalls, feeling that an ownable illustration style could greatly benefit the brand. “The blueprint-like style felt like the right way to go,” he notes, “and, additionally, we wanted to give the Inion brand more depth,” Jazdauskas concludes, “to show that the system is versatile by making the illustrations 3D.”