From Micro to Macro, Nature's way
Atomico is the branding project developed for a new Uruguayan boutique advertising agency. They wanted to portray in their visual and verbal identity that big and important things usually have small beginnings. We took their concepts even further, by making a parallelism between the fact that everything complex in nature is made out of smaller intertwined and coordinated parts, the same way that a successful advertisement campaign is comprised of several small, multidisciplinary efforts and teamwork.
After a thorough investigation about nature and its patterns of growth, we discovered that it has its own specific way of scaling from micro to macro in the most seamless way. This scaling ratio is based on a logarithmic equation, that graphically has the form of a spiral. Nature has a tendency to scale biological growth, spiral arcs, atomic and galactic structures upon a logarithmical ratio, due to its optimal efficiency for exactly this need: scaling from micro to macro as harmoniously as possible.
The logotype is an upward spiral with a logarithmical ratio of growth, exhibiting in its morphology the exact concept the client wanted to portray.
The photographs used in the collateral pieces refer to the ‘importance of individualities in an group’ concept. In nature, there are many examples of how ecosystems thrive only because of the efforts of each individual or cell/atom. For example, how trees make up a forest, how red cells make up blood, how the teamwork of the individual bees make up a colony, how the nourishing rain is made up of millions of water droplets that carry the necessary nutrients, etc.
A fluorescent and complimentary colour palette represents the vibrant, youthful and groundbreaking personality of the new agency.