Here’s to the crazy ones…
Atomico is a young Uruguayan advertising agency, founded by publicist Gonzalo Grandal and Nicolas Jaume in 2016.
The client wanted to use the concepts of power and energy and the importance of the collective individualities in an ecosystem. It represented a parallelism between the fact that everything complex or macro in nature is made out of smaller or micro intertwined and coordinated parts, such as a successful advertisement campaign is comprised of several small and multidisciplinary efforts and teamwork.
The logotype bases its morphology in all of these concepts, by being an upward spiral with a phi ratio of growth (also known as the golden ratio). Given how common it is, it seems evident to be perhaps the most fundamental scaling ratio in the manifest universe.
Nature has a tendency to scale biological growth, spiral arcs, atomic and galactic structures, and all manner of structural and flow forms upon the phi ratio, due to its optimal efficiency for exactly this need: scaling from micro to macro as harmoniously and seamlessly as possible.
The photographs used in the collateral pieces refer to the harmonious individualities in an ecosystem concept. For example, how trees make up a forest, how red cells make up blood, how the teamwork of the individual bees make up a thriving colony, how the protective animal fur is made up of a lot of little hairs, how the nourishing rain is made up of millions of water droplets, etc.
A bright and complementary color palette represents the vibrant, youthful and groundbreaking personality of the new agency.