four23: Sharp Project identity

The Sharp Project is a major new digital media production complex in Manchester

Design studio four23 has created a suitably hi-tech gener­ative identity for the centre based on data streams coming to and from the building.

The visual that effectively forms the Project’s logo will never appear the same twice, instead evolving every second to reflect the centre’s activity. Coloured bars represent the input and output of data from the building generated by the Project’s tenants, measured in megabytes, collected from the data transfer logs at the main router. This data is plotted on a graph. Each bar demonstrates a one minute snapshot of data flow. The series of measurements, taken every minute, create an ever-evolving piece of generative art that reflects the activity within the building.

The Sharp Project officially opens in July. “At that point we will bring the identity to life by connecting to the building servers – this will then be represented live on the Sharp web­site and also, as signage on the exterior of the building,” says Warren Bramley, four23’s co-founder and creative director.

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