When an consulting firm working in the area of Big-Data, commissioned a brand design project we decided to take a data led approach to concept development.
Semiotic analysis on the term Big Data showed a pattern to the typical visuals that are used to depict the term. This visual language has some common elements recognised by people in the industry, as descriptive of the term Big Data. For example: Tightly grouped visual elements like tag clouds to communicate complexity, or Implicitly referencing technology using cool colour palettes, or internet iconography.
The resultant identity uses this visual-language. We developed a minimalist style depicting nodes and the connections between them, positioning the organisation as having strong roots in the analytics consulting business.