Noted: New Logo and Identity for Ghost Locomotion by Play
“Ghost in the Machine”
(Est. 2017) "Ghost Locomotion develops an automated driving device intended to provide installation of self-driving functionality to any car. The company offers a set of cameras and a computer that connects to the car's gas, brake and steering controls and sees the road exactly like a human using 360 degrees HD vision and interprets the key features in the environment to make driving decisions, allowing car owners to work, relax or even sleep as their car drives itself. The company uses a safety process typically reserved for the aerospace and defense industries to eliminate bugs and glitches. It was founded in 2017 and is based in Mountain View, California, United States."
Design by
Play (San Francisco, CA)
Related links
Play project page
Relevant quote
We helped create an aura of trust around this high-tech product of the future with a high-end mark that took a minimalist approach to human touch.
Images (opinion after)
Opinion
There is not a whole lot going on here but everything about what there is going on brought a smile to my face, starting, obviously, with the icon, a mash-up of an abstract ghost and a thumbprint (which, to me, at least, alludes to the new fancy car ignition buttons you press with your thumb). I love the simplicity of the icon and how easily and smoothly it plays off of the name. In its execution, it also has a Silicon-Valley-techie design look that is quite appropriate. The wordmark is nice and I like how its character proportions match that of the ghost. The stationery has, perhaps not as a surprise, a ghosted treatment of tone-on-tone colors and a minimal layout. The boxes are slick but feel a little clinical, as if you are about to take out a piece of medical equipment. The wild postings are cool but the introduction of an extra condensed sans seems jarring — nonetheless, the image is very nice to look at. The real treat though is the icon on the circuit boards, in part because we don’t see enough circuit boards around these parts but also in part because there is something really satisfying about the looping icon in relation to all the loopy, repetitive patterns of the chips and such. Overall, I like how this brings a dash of levity to a scene that takes itself a little too seriously most of the time.
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